The popularity of Telegram is constantly growing. The messenger’s audience has already exceeded 500 million users. However, even such an impressive success did not help the company to return debts to investors and pay for new equipment. To improve its financial position, the messenger created an advertising platform for Telegram channels. This monetization tool, of course, will attract a huge number of advertisers, but it can create certain difficulties for the company.
The most important reason that can leave Telegram without large investors is controversial moderation. For example, it is known that nationalists and terrorists actively “meet” in the messenger, since they were blocked on other platforms. And if Telegram wants to attract advertisers, it will need to fulfill the requirements of Apple and Google, according to which any threats and incitement to violence should be suppressed in messengers.
At the moment, Telegram is known to maintain a working relationship with Apple and Google, which will help it improve questions on context moderation. However, most likely, the advertising strategy will be aimed at Asia, Eastern Europe and the Middle East.
It is not known how Pavel Durov plans to promote the advertising campaign. Insiders believe that the company will use an agent model, since the messenger is not able to independently process and control a huge amount of information. It turns out that there will be agents in different regions who will receive their commissions from sales.
However, even in this situation, there is a possibility of refusal in advertising from major brands, because Telegram has repeatedly rejected requests from the government to provide data about its users. Advertisers who prioritize clicks and sales may also face rejection to share user data. Pavel Durov considers the use of personal information immoral, and therefore is not going to change his principles.
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