March 1, 2024

Telegram Unveils Ad Platform Powered by TON Blockchain

Telegram channel owners can now monetize their content by receiving a significant share of advertising revenue generated within their channels.

Telegram, the renowned online messaging application, has set its sights on revolutionizing digital advertising with the introduction of its ad platform, leveraging the capabilities of The Open Network (TON) blockchain.

Commencing this March, channel owners across more than 100 countries will have the opportunity to reap financial rewards for their content as the ad platform opens its doors to advertisers worldwide. In an announcement made by Pavel Durov, the founder and CEO of Telegram, it was revealed that channel owners would be entitled to 50% of the total advertising revenue generated by Telegram through ads displayed within their channels.

Durov emphasized that the Telegram Ad Platform would operate exclusively on the TON blockchain for seamless and transparent transactions. Durov explained:

"Similar to our approach with Telegram usernames on Fragment, we will sell ads and share revenue with channel owners in Toncoin. This will create a virtuous circle, in which content creators will be able to either cash out their Toncoins — or reinvest them in promoting and upgrading their channels."

Despite broadcasting channels on Telegram amassing over one trillion monthly views, only a fraction of these views are currently monetized through Telegram Ads, an ad solution prioritizing user privacy.

With approximately 196 million daily active users and 800 million monthly active users, Telegram stands as the fourth most popular messaging application globally, trailing behind WhatsApp, WeChat, and Facebook Messenger, as reported by Bankmycell.

Interest in the TON blockchain continues to burgeon, with Animoca Brands announcing in November 2023 its plans to become the largest validator on the TON blockchain, signaling ambitions to develop blockchain-based games on Telegram's platform.

Addressing concerns regarding Telegram's TON holdings, Durov reassured stakeholders by outlining plans to sell surplus TON tokens to accredited investors with a net worth exceeding $1 million. He elaborated:

"To limit Telegram’s share of TON at ≈10% of the supply, we’ll be selling the upcoming surplus of our TON holdings to long-term investors — under 1-4 years lockup and vesting plan, but at a discount to the market price. This way free-floating TON will get locked up, stabilizing the ecosystem and reducing volatility."
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