Advertisers are eagerly watching how Meta’s new Threads messaging app develops over the next few months as they look for a new social channel to reach consumers while Twitter continues to struggle.
Instagram Threads debuted last week and has amassed over 100 million sign-ups, which has caught the attention of numerous companies, several digital marketing agencies and industry experts told CNBC.
Natasha Blumenkron, the vice president of paid social for marketing firm Tinuiti, said that Threads has become the topic du jour for her company’s clients, who are trying to figure out how the messaging app fits into their existing social media strategies.
Many businesses that have stopped advertising on Twitter over brand-safety concerns, including the reported increase in racist and hateful speech on the platform under the ownership of Tesla chief Elon Musk, are excited about the possibility of advertising on Threads once that option becomes available, Blumenkron said.
Meta is currently more focused on building the core Threads product as opposed to monetizing the app, Instagram head Adam Mosseri has said in various interviews and a post on Threads. Many popular features that are common to other social apps, like the ability to use hashtags or read posts in chronological order, are not currently available, and Mosseri has said that his team is working to incorporate some of those tools.
Blumenkron explained that many brands are interested in the potential for Threads to add more features like chronological feeds and the ability to search for hashtags. These features can be helpful for companies to ensure that their posts are being shown to the right audience and helps them understand which trending topics could inform their content.
“When we think about playing in the paid space, brands really just want to make sure that their content is reaching relevant audiences,” Blumenkron said. “You’re paying to play at the end of the day, and you want to make sure you’re where it makes the most sense.”
Rachel Tipograph, the CEO of marketing technology firm MikMak, said that her company’s clientele of consumer product firms and retailers are also interested in advertising opportunities on Threads, as they consistently try to “find new eyeballs,” particularly as Twitter’s brand safety problems have continued to increase.
MikMak was able to deduce that many of the company’s clients significantly pulled back on their Twitter advertising spend based on how much traffic the firm records from the paid advertising campaigns it helps manage for customers, she said.
For example, MikMak logged a 42% decline in Twitter traffic between April and May, indicating that companies were pausing their paid advertising campaigns. When former NBCUniversal global advertising chief Linda Yaccarino became Twitter CEO in June, MikMak recorded a 21% increase in Twitter traffic, suggesting that for some brands, the longtime advertising executive’s arrival at Twitter caused some companies to increase their spending, Tipograph said.
It’s too early to tell whether the debut of Threads will impact Twitter’s advertising sales as of now, Tipograph added.
Besides Threads’ increasingly growing user base, Tipograph said that companies are interested in Threads because it shares similar backend administration tools to Instagram, meaning that corporate social media managers could have an easier time using the platform. Additionally, companies that already have Instagram accounts can essentially port their followers over to Threads rather than building an audience from scratch.
“It’s the most instant onboarding experience I’ve ever experienced in the history of my career, and my entire career has been in social,” Tipograph said.
Still, Tipograph believes that in order for Threads to have a major impact on online advertising, it’s going to need users who regularly interact with each other on the site, which could be quantified by the number of daily active users, an established marketing metric.
For Tal Jacobson, the incoming CEO of digital advertising firm Perion Network, “the number of sign-ups doesn’t mean a lot.” Although it was easy for current Instagram users to create Threads accounts, he said, it’s unclear how active they will be on the service.
“The number of conversations is really the number you need to look for,” Jacobson said, regarding which statistics would be most helpful for advertisers.
Since Threads is so new, it’s unclear which kind of audience Threads is attracting, Tipograph said. Companies will be watching to see if the messaging app attracts a different type of audience than merely existing Instagram users, which will impact their marketing plans, she added.
Instagram’s Mosseri recently said that Threads will not actively promote discussions around news and politics, and the company believes that catering to topics such as fashion and sports would be less divisive. Because of this, some of Twitter’s core audience, who use the service to keep up with the rapid-fire nature of news and politics, could be less interested in using Threads, if the platform is geared towards lifestyle and entertainment.
Even if Threads doesn’t capture an audience interested in news and politics, it could still be a good business for Meta, according to Brian Wieser, a media consultant and former technology analyst. The total addressable audience for entertainment and lifestyle content may be much larger than the number of people interested in hard news, which could be a “a better business” to focus on and less of a reputational risk, Wieser said.
Wieser believes it’s possible for Threads to represent “a nice, incremental multibillion-dollar business” for Meta if it’s able to keep users glued to the service, and if it doesn’t morph into a video app that’s indistinguishable from others.
Angelo Carusone, the chairman and president of the Media Matters for America nonprofit, said that if Instagram chooses to focus on more lifestyle content than hard news, it won’t have the same relevancy as Twitter to influence national and global affairs.
“It might have commercial viability, but it wouldn’t have any real relevancy,” Carusone said.
Media Matters and other groups including the Free Press and Accountable Tech urged advertisers to stop spending on Twitter when Musk took over last fall, citing an increase in hate speech and other concerns.
Although Threads may not currently have the same amount of offensive content on its service that drives away users and advertisers, Carusone said that it’s possible that the same bad actors and trolls who have increased their activity on Twitter could do so on Threads.
Carusone noted that Nick Fuentes, a live-streamer and outspoken antisemite who was banned from Instagram in 2019, recently said that he created a fake Instagram and Threads account and urged his viewers to “blow up and red pill some people on there.”
If Meta isn’t prepared to handle users intent on spreading misinformation and divisive content on Threads, the messaging app risks alienating advertisers in addition to users, Carusone said, adding that Meta isn’t free from the issues plaguing Twitter, particularly after Meta’s layoffs on its trust and safety teams.
“My point is that Threads basically magnifies a problem that Instagram has [that] Facebook has never solved,” Carusone said. “And I think that is a real thing.”
Four years ago, financial advisor Ric Edelman went out on a limb in saying everyone should hold cryptocurrencies. But how much? Low single digits was his recommendation.
In his “The Truth about Crypto” book in 2021, Edelman said as low as a 1% allocation was reasonable.
A lot has changed.
This week, Edelman said financial advisors should be recommending anywhere from 10% to 40% allocations to cryptocurrencies, and he is aware it’s quite a shift in his own thinking.
“Today I am saying 40%, that’s astonishing,” he told CNBC’s Crypto World in an interview. “No one has ever said such a thing.”
But the “why” is the more important thing.
For one, it’s because of the massive change seen in the industry, what he called “the evolution of crypto in the past four years,” he said.
Four years ago, Edelman said, we didn’t know if governments would ban bitcoin, or if the technology would be obsolete, and if consumers and institutions would adopt it.
“Today, all those questions have been resolved,” said Edelman, who heads the Digital Assets Council of Financial Advisors. “It’s radically changed and is now a mainstream asset.”
For sure, the more mainstream crypto becomes, the more it will feature across investment portfolios. Bitcoin ETFs have been taking in billions this year, among the top asset classes in ETF inflows this year, one sign of crypto’s arrival on the radar of more financial advisors and long-term investors.
The other big shift Edelman sees longer-term, and just as important to his view of crypto allocation, is the end of the traditional 60/40 model of long-term investing, with 60% in stocks and 40% in bonds, which Edelman says is obsolete due to increased longevity, and life expectancy in the U.S., that has risen from 47 in the 1900s to 85 today, and is projected to potentially reach as high as 100 over the next 30 years if technological advances related to medicine proceed.
“If you’re a financial advisor and you had a 30-year-old client who was saving for their long-term future, you would tell them to put 100% of their money in stocks, because they have 50 years to go,” said Edelman. “Today’s 60-year-old is kind of like yesterday’s 30-year-old,” he added.
“You need to get better returns than you can get from bonds and you need to hold equities longer than ever before,” Edelman said. And as that allocation model shifts away from the classic 40% bond allocation, he said crypto needs to play a much bigger role in investing.
“Bitcoin prices don’t move in sync with stocks or bonds or gold or oil or commodities,” Edelman said.
He added that investors are starting to recognize it as a “wonderful way to improve modern portfolio theory statistics. “The crypto asset class offers the opportunity for higher returns that you’re likely to get in virtually any other asset class,” Edelman said.
Some analysts predict bitcoin will hit $150,000-$250,000 by the end of this year and $500,000 by the end of this decade. Edelman said, “That’s a conservative estimate compared to what others are saying.”
In other crypto news of note on Friday:
Crypto hacks hit a new record in the first half of the year. According to TRM Labs, bad actors raked in over $2.1 billion in at least 75 different hacks and exploits, setting a new record. Attacks on crypto infrastructure, like stealing private keys and seed phrases or compromises of front-end software, accounted for over 80% of the funds stolen in 2025’s first half.
Trump housing advisor tells CNBC about crypto mortgage plan. Bill Pulte, the director of the Federal Housing Finance Agency, joined CNBC’s “Money Movers” on Friday to discuss the plan he released this week to have Fannie Mae and Freddie Mac count crypto as a federal mortgage asset.
Senate targets end of September for crypto bill. Senator Tim Scott, chairman of the Senate Banking Committee, said at an event on Thursday that legislation to establish rules for U.S. crypto markets will be finished by the end of September.
You can can catch more on those headlines in today’s Crypto World episode above.
People watch as the logo for Coinbase, the biggest U.S. cryptocurrency exchange, is displayed on the Nasdaq MarketSite jumbotron at Times Square in New York on April 14, 2021.
Shannon Stapleton | Reuters
Coinbase is the top performer in the S&P 500 in June, boosted by positive regulatory updates, product launches and, of course, its very inclusion in the benchmark stock index at the end of May.
The crypto exchange’s outperformance in the S&P 500 extends back to the April 8 market low, just after President Donald Trump’s initial sweeping tariffs announcement sent stocks sinking.
Coinbase is now on pace for its best month since November, third straight monthly gain — 43% in June alone — and its first three-month rally since the end of 2023. On Thursday, the stock hit its highest level since the day of its initial public offering in 2021.
“The two things holding Coinbase back were the issues of fee compression — it hasn’t happened and in fact, Coinbase has been generating positive earnings consistently, which is why they were included in the S&P 500 — and regulatory uncertainty,” he said. “Many people don’t believe there will be any consensus coming out of Congress … the fact is we’re seeing the passage of the GENIUS Act.”
Even with Coinbase’s 44% run this month, the stock has room to appreciate further, according to Devin Ryan, head of financial technology research at Citizens. He said the market isn’t fully connecting the dots around Coinbase’s close relationship with Circle Internet Group. Circle debuted on the New York Stock Exchange June 5 and has soared more than 500% since.
According to a revenue share agreement, Coinbase keeps 100% of the revenue generated on all USDC held on Coinbase, plus nearly 50% of all other USDC revenues, “which is 99% of Circle’s current revenue,” Ryan said.
USDC is the stablecoin issued by Circle. Stablecoins are a subset of cryptocurrencies pegged to the value of real-world assets. About 99% of all stablecoins are tethered to the price of the U.S. dollar.
Another way to play
“Yet, Coinbase doesn’t incur any of the operating costs borne by Circle,” Ryan said. “If the market is right on the current bullish view for Circle, Coinbase is another way to play that — and with the financial connection described, it would seem there’s a lot more value left in Coinbase.”
Coinbase, whose core business is crypto trading, has been expanding its suite of crypto services over the past several quarters to include areas like custody, staking, wallet services and stablecoins.
This month, the company beefed up its subscription plan by offering it with its first crypto-backed credit card in partnership with American Express. It also introduced a partnership with Shopify and debuted a stablecoin payments service for e-commerce. JPMorgan also partnered with the crypto company to launch its own version of a stablecoin, which it’s calling a “deposit token” on Coinbase’s in-house built blockchain, Base.
“There’s clearly a sentiment trade occurring in crypto as institutional investors are looking at the space, many for the first time, and want to express a positive view on crypto evolving from a speculative asset class to one of utility — with legislative clarity as the key catalyst — and Coinbase is the most direct way to invest in that thesis,” Ryan said.
Volume concern
If there’s one concern, it’s in trading volume, said Oppenheimer’s Lau. The average daily volume of crypto transactions on the Coinbase platform has been trending lower since April, which could be a risk for the company and other crypto trading providers heading into the second half of the year.
The analyst is optimistic the regulatory outlook can turn that around though, specifically if the industry gets market structure legislation on top of stablecoin legislation.
“If the GENIUS Act brought us to ‘stablecoin summer’ then I believe that the eventual passage of the CLARITY Act can bring us into altcoin summer,” Lau said. “So at the end of this year, I do see another catalyst that can reverse this trend because there will be animal spirits, people will be buying altcoins like crazy if we get past the market structure bill.”
Don’t miss these cryptocurrency insights from CNBC Pro:
It doesn’t quite have the buzz of artificial intelligence, but quantum computing is having a moment of its own.
Some of the most powerful institutions in the world, including Google, Microsoft, Amazon, IBM and the U.S. government, are spending many millions of dollars in a race to develop and build the first practical quantum computer.
Startups focused on quantum technology attracted about $2 billion last year, according to a McKinsey & Co. report, as investors pile into an industry that could have nearly $100 billion in revenue within a decade.
There isn’t much business today, though. In total, quantum computing companies generated under $750 million in revenue in 2024, according to the same report.
But more and more, we’re hearing about a big breakthrough.
In the past year, Microsoft unveiled its first quantum chip, Google executives said the technology may only be five years away, Amazon showcased its error-correcting quantum processor and IBM outlined its plan to build a meaningful quantum computer by 2029.
Joining them are scores of smaller companies and universities working on the underlying mathematics, software or potential business model. Some of the companies are even publicly traded, and can see their stocks soar or collapse based on a kernel of news.
In January, Nvidia CEO Jensen Huang sent quantum computing stocks reeling when he said 15 years was “on the early side” in considering how long it would be before quantum computing would be useful. He said at the time that 20 years was a time frame that “a whole bunch of us would believe.”
Two months later, he walked back the comments, but also expressed surprise that they moved markets, or that there were even markets to be moved.
“How could a quantum computer company be public?” Huang said in March.
Right now, there isn’t anything useful that quantum computers can do. They’re purely for research.
But the promise is clear. If the technology works, it can crunch certain kinds of numbers and do some tasks that are currently impossible on a traditional computer, or that would require so much time that the universe would end before they were completed.
To imagine a quantum computer, you have to fundamentally change how you consider what it means to compute.
A traditional computer works because there are billions of transistors on every chip. Those transistors can be ones or zeros — on or off. In large numbers, transistors can represent nearly every number, refer to parts of the system’s memory, and do arithmetic. That’s how every computer in the world works today.
In a quantum computer, the system uses qubits instead of transistors. It’s far more complicated than ones and zeros. Whether qubits are on or off is determined by quantum mechanics, and all of the qubits are “entangled,” which means a change in one will affect the probability of the others.
Making qubits work can require significant infrastructure. For example, some quantum computers have to be operated at very cold temperatures, near absolute zero.
So far, a lot of the applications for quantum have to do with simulating chemistry and physics.
“Quantum computers will not be the compute of choice for every application, and that’s OK,” said Krysta Svore, Microsoft’s vice president of advanced quantum development. “Even if we just use quantum computers for material science and chemistry, 96% of the world’s manufactured goods rely on chemistry and material science.”
Encryption
There’s one well-understood use for quantum computing today: encryption. That’s why the U.S. government and others around the world are closely tracking the technology’s development. It matters for national defense.
“The fear is that quantum computers will be able to crack our digital secrets,” said John Young, operating chief at the Americas division of Quantum eMotion, a quantum security company.
Currently, most passwords, WhatsApp texts, financial transactions and other important messages are encrypted, which means they’re scrambled and can’t be read if the data is stolen or observed. But quantum computers will be able to factor numbers quickly, which could allow hackers or other attackers to efficiently find the codes needed to decrypt important secrets.
Security researchers worry about what they call Q-Day, or the day when an effective quantum computer is created. They predict chaos when passwords and encryption start to mysteriously fail.
“Alongside its potential benefits, quantum computing also poses significant risks to the economic and national security of the United States,” the Biden White House said in 2022, in a national security memo. A cryptographically relevant quantum computer “could jeopardize civilian and military communications, undermine supervisory and control systems for critical infrastructure, and defeat security protocols for most Internet-based financial transactions,” the memo said.
There’s no practical application or algorithm that can be run on a quantum computer that can’t today be accomplished on a normal silicon-based, digital computer.
However, several groups say they’ve proven “quantum supremacy,” indicating that they’ve run a problem on a quantum computer that would’ve taken far longer with a traditional computer. The actions were all abstract.
Google was the first to declare quantum supremacy in 2019, describing its quantum computer’s accomplishment as a “benchmark.” The task it performed is called random circuit sampling, which is basically only used to test quantum computers.
Google says that researchers gave a computer random instructions to make a problem as complex under quantum mechanics as possible. Its researchers were then able to show that a quantum computer is faster at deciphering the quantum problem. Last year, Google said that its new, faster quantum computer Sycamore had expanded the performance gap.
In terms of future real-world applications, most of the potential for quantum computers is in the realms of medicine, chemistry and materials research.
Google points to drug discovery, or finding molecules that could be useful medicines. It also says that quantum computers will be able to do the science needed to commercialize fusion energy.
When Microsoft announced its first quantum chip in February, the company highlighted chemistry and materials science problems, like why some materials corrode, or how to compost plastic.
There is also some optimism that quantum computers will be well suited for generating training data for AI applications, especially for situations or problems with a huge number of potential solutions.
A general view of the Pentagon in Washington, D.C., U.S., March 21, 2025.
Kent Nishimura | Reuters
A Google researcher maintains a webpage that catalogs many of the most prominent quantum algorithms.
The most famous is Shor’s algorithm, which showed that a quantum computer would be able to find prime factors of a large number far faster than is currently possible on a digital computer.
When the algorithm was discovered in 1994, it ignited some concern from militaries around the world. Many of them use an encryption method called RSA, which needs the process of factoring large numbers to be difficult in order to keep data secret.
Worry about China
The fear is that a quantum computer would allow an adversary like China to quickly decode U.S. military messages or consumer banking transactions.
“Without effective mitigation, the impact of adversarial use of a quantum computer could be devastating to [national security systems] and our nation,” the Pentagon said in 2021.
Microsoft has acknowledged the national security factor, and has even framed quantum security as a race against China.
“While most believe that the United States still holds the lead position, we cannot afford to rule out the possibility of a strategic surprise or that China may already be at parity with the United States,” Microsoft President Brad Smith wrote in a blog post in April.
The government has led an effort to move encryption to so-called post-quantum methods, which can’t be broken by a quantum computer. Companies such as Apple have already started to integrate post-quantum encryption into its services like iMessage.
But past communications can still contain secrets. Intelligence agencies and other hackers often collect encrypted data in the expectation that one day it can be decrypted.
For now, much of the work in quantum is still fairly academic.
Most of the advanced hardware companies today are working on “error correction,” or a variety of methods meant to reduce the number of errors, and make them less harmful when they happen.
In present-day quantum computers, the qubits fail as often as 1 out of 1,000 times they are used, according to Microsoft researchers. Microsoft said last week that it was able to reduce the error rate by 1,000-fold thanks to a new approach.
Several improvements in error correction have been announced over the past year, which is one reason why researchers and engineers are increasingly confident that they’ll be able to build a quantum computer.
The next issue to address is scaling up the computers.
Google’s new Willow chip has 105 qubits. Microsoft’s Majorana chip has eight. IBM’s Starling plans to have 200 qubits. Amazon’s Ocelot chip has 14 qubits. In the coming years, these numbers have to go way up. Google and Microsoft say a truly useful quantum computer will need 1 million qubits.