Threads Ads Just Added Catalog and Carousel Formats: Act Now

Threads ads just became interesting for ecommerce operators. In early June, Meta began rolling out Advantage+ catalog ads and carousel formats on Threads, added 4:5 image and video support, and confirmed that brands no longer need a Threads profile to run placements there. Industry trackers logged the changes this week, and PPC Land covered the catalog expansion as one of the more consequential placement updates of the quarter.

What actually changed on Threads

Until recently, a Threads placement meant a single static image in the feed. Fine for awareness, mostly ignored by performance buyers. The new lineup changes the calculus:

That last point removes the main operational excuse. You no longer need to "do Threads" as a content channel to buy Threads as a media channel.

Are Threads ads worth it for ecommerce in 2026?

The math says test now. Threads has passed 400 million monthly active users, yet it still captures a tiny sliver of total Meta ad spend. That imbalance is the entire opportunity. Buyers are reporting CPMs as low as

on Threads, against
4 and up for Facebook Feed, and clicks routinely come in well below core placement costs.

This window will not stay open. The pattern is familiar from Reels: a new surface launches with thin auctions, catalog formats arrive, retail spend floods in within a few quarters, and the arbitrage closes. Catalog support is the signal that Meta considers the surface ready for performance budgets. The advertisers who build placement level data now will know exactly what Threads is worth to them when everyone else shows up.

The practical move is simple. Do not build a separate Threads strategy. Leave Threads enabled inside your Advantage+ placements, feed the system 4:5 creative, and check your placement breakdowns weekly for spend share and CPA. Text forward, conversational creative tends to outperform polished studio assets on Threads, so your plainest hooks may do the heaviest lifting.

The catch: one more surface to monitor

Every placement expansion adds another breakdown to watch, another creative ratio to produce, and another set of benchmarks to learn. Most founders running their own Meta accounts are already behind on last month's changes. This is exactly the kind of work that quietly eats an operator's week, and exactly the kind of work Run1Ads.ai exists to absorb. Run1Ads runs Meta ad accounts end to end, from strategy through creative, launch, and optimization, using Ai models tuned per vertical for ecommerce brands, Amazon sellers, and hotels, with more verticals launching soon. When Meta opens a cheap new surface like Threads catalog ads, Run1Ads folds it into budget allocation and creative planning automatically, so you capture the thin auctions without babysitting Ads Manager. The operators who win these windows are the ones whose systems react in days, not quarters.

Takeaway: Threads just became a catalog enabled performance surface with

CPMs and almost no competition. Test it this month, before the auction looks like Feed.