Marketing API: New formats and optimizations for Ads in Threads

What’s New?

Threads is a place for fresh perspectives that open conversations and deepen relationships with businesses. With over 400 million monthly active users, Threads offers advertisers an easy opportunity to extend their existing campaigns and join the conversation in this growing space.

As part of ongoing efforts to improve the Threads ad experience and ad performance, we’re expanding ad formats and creative enhancements on Threads.

When new media setups and ad formats become compatible with Threads, both existing and newly created campaigns using them will automatically leverage your Threads profile or Instagram account to deliver to Threads feed if that placement is included. You can review and update your ad placements at any time.

New Threads MAPI Features:

• 4:5 ad rendering for image and video: We’ve increased the maximum height of single image and video ads on Threads feed from maximum 1:1 to 4:5. Tall assets (=>4:5) will be cropped and vertically centered to 4:5. See here for developer documentation.
• Video ad format: MAPI now supports video ad format for Threads feed. All aspect ratios (1.91:1 to 9:16) are supported. All previous and new campaigns opted into Threads feed using video ads will now deliver to Threads. Videos with a taller ratio than 4:5 will be cropped and centered to 4:5. Videos with a ratio of 1.91:1 to 4:5 will not be cropped or altered. See here for developer documentation.
• Static Carousel ad format: We’ve launched static 1:1 image carousel ads support on Threads feed. All previous and new campaigns opted into Threads feed using image carousel ads will now deliver to Threads. See here for developer documentation.
• Placement Asset Customization (PAC): MAPI now supports the Placement Asset Customization (PAC) tool, allowing advertisers to customize creative image and/or video assets displayed on Threads. Carousel ad format is not yet supported. See here for developer documentation.

Please see this changelog to review all changes and updates to ads in Threads.