Almost a year after its founder announced it, the instant messaging app is adding the option to advertise for a fee on channels. But these are not the ads you’re used to from Facebook or Google
In December of last year, Telegram founder Pavel Dorov announced that in order to continue its financial presence, its platform would add premium features such as ads and paid sticker packs – and it’s happening now. Telegram opens its advertising platform to individuals and organizations, and this is how it will work.
Not the commercials you know from other places
Telegram’s new advertising platform is now available to anyone who wants to get started and reach new audiences with their instant messaging app – which has 500 million monthly active users and produces nearly half a trillion pieces of content per month on those channels.
The new platform will allow those who want to advertise on Telegram to reach many Telegram users who are on public channels with more than 1,000 users, and they won’t run into public or private groups. The Telegram platform will give advertisers the ability to select the types of channels they want to target and the channel languages that interest them. Additionally, advertisers can choose specific channels to target, and which channels or topics they don’t want their ads to show on.
Telegram repeats what Durov said about adding ads to the platform: The company only allows advertising based on channel types and languages and does not allow direct targeting of users, as it does not plan to collect user information about users. ads. “No user information is collected or analyzed for advertising, and every user on a particular Telegram channel sees the same sponsored message,” reads the page showing the Telegram advertising platform, which has chosen to give the ads the washed-up name “Spam.”
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Telegram also states that in addition to not allowing direct targeting, since it does not collect any information about the user or analyze their actions after they have been clicked, it will also not allow ads to be sent to external links. The reason, according to Telegram, is to ensure that third-party entities cannot track users of the platform: “Anon believes that everyone has a right to privacy, and technology platforms should respect that.”
With the platform still in its infancy, in what Telegram calls only “test mode”, once it’s fully active – Telegram will start sharing the revenue from these ads with owners of channels that will allow ads. The fine print is that this split will not take place until after Telegram has “covered its basic expenses”.
Telegram has also streamed a complete guide for an advertiser starting from a platform detailing how to create an ad from scratch, an ad budget topic, and how advertisers know if their ads are on-air, vetted by Telegram staff, or lacking the budget to follow through with an ad. The guide is here.
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