Messaging platform, Telegram, has announced it will launch an advertising platform in March that will share revenue with channel owners.

According to Telegram CEO and founder, Pavel Durov, channel owners will receive 50% of ad revenue generated from their channels starting next month. Durov made the announcement in a post on his Telegram channel.

Telegram channels allow users to broadcast messages to a wide audience. Durov stated that while Telegram channels generate 1 trillion views per month, only 10% are currently monetized through Telegram’s self-serve ad platform.

The new ad revenue sharing program will initially be available to channel owners in about 100 countries. Telegram says it will use the TON blockchain (exclusively) to deliver fast and secure ad payments and withdrawals in the form of Toncoin, TON’s native cryptocurrency.

The price of Toncoin surged nearly 40% following Telegram’s announcement. The broader cryptocurrency market also saw gains based on the news.

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Telegram has over 800 million monthly active users globally. The company highlighted that its ad platform was designed with user privacy in mind. This new revenue sharing model provides an opportunity for Telegram to monetize its large user base while rewarding content creators.

Other major social platforms like Twitter, and Facebook’s parent company – Meta – have also implemented programs to share ad revenue with users that generate high-engagement content. However, Telegram appears to be one of the first mainstream platforms to utilize cryptocurrency payouts as part of its creator monetization plan.

The launch of Telegram’s revenue sharing model marks a major step in incentivizing creators to build audiences on the platform. It also allows the company to compete with other social networks in offering content producers a way to earn money from their work.

With Telegram’s strong user base and focus on privacy, the adoption of its ad revenue sharing program will be closely watched by the social media industry. The company’s use of cryptocurrency payments also provides an intriguing case study as other platforms consider integrating blockchain technology and digital assets.