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INTRODUCING | Telegram Introduces Ad Revenue Sharing for Channel Owners via TonCoin Payments Starting in March 2024
TonCoin is set to be integrated by Telegram, the messaging platform, as a payment tool for its new advertising strategy.
Pavel Durov, Founder and CEO of Telegram, said that the company will introduce a new strategy to monetize the over one trillion daily views registered by broadcast channels.
The social media platform, which already introduced $TON payment capability in 2022, wants TonCoin as a payment method for users who will be eligible to receive a share of its payments. Under the system, channel owners will receive 50 percent of the revenue generated from ads displayed in their channels.
While Telegram had been monetizing a portion of this activity through the display of ‘privacy-conscious’ sponsored messages in large channels, Durov noted that this approach has only enabled the monetization of 10% of the total activity.
The aforementioned 50% of revenue generated from the sale of these advertisements would be distributed to channel owners beginning in March 2024, mirroring the model implemented by X (formerly known as Twitter) on its platform. This move aligns with Telegram’s announcement in 2021, stating its intention to ‘share ad revenue with the owners of public channels in which sponsored messages are displayed’ after covering the company’s basic costs.
Durov envisions this initiative as the beginning of a ‘virtuous circle’ enabling channel owners to monetize and promote their content using the funds generated from their advertising revenue.
“To ensure ad payments and withdrawals are fast and secure, we will exclusively use the TON blockchain. Similar to our approach with Telegram usernames on Fragment, we will sell ads and share revenue with channel owners in TonCoin,” said Durov.
“This will create a virtuous circle in which content creators will be able to either cash out their TonCoins, or re-invest them in promoting and upgrading their channels.”
Pavel also noted that TonCoin allows channel owners to withdraw their funds from the platform if they wish to do so. Telegram had previously utilized TonCoin for payment settlements when it introduced the market for platform usernames and premium memberships.