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Illustration: Aïda Amer/Axios

Instagram will start testing IGTV ads with publishers this month, Axios has learned.

Why it matters: It's the first time Instagram is offering publishers a share of revenue for their content on its platform.

Details: The company has begun outreach to a small set of publishers to begin testing an IGTV ads revenue share product with them.

  • Instagram rolled out ad revenue share programs broadly for creators on IGTV earlier this month.
  • Publishers it's approached include those with sizable Instagram audiences, sources tell Axios, like ATTN: and Group Nine Media, which is home to brands like NowThis, PopSugar and others.

Flashback: Publishers with massive followings were growing frustrated with Instagram over prior monetization talks that were tabled during the pandemic.

  • Instagram doesn't have a designated news tab like Facebook that is used to license publisher content. (It does, however, pay a few publishers for some select content.)

The big picture: IGTV ad revenue shares are Instagram's most competitive offering with YouTube. IGTV has offered to split ad revenue with creators, giving them 55% of all revenue — the same rate offered by YouTube.

Go deeper

Sep 30, 2021 - Economy & Business

Roku launching subscription channel for "This Old House" franchise

Photo: This Old House

Roku on Thursday said it's launching a subscription channel for "This Old House," a home improvement TV franchise it acquired in March.

Why it matters: It's the first time Roku will offer its own content ad-free via a subscription.

Kate Marino, author of Markets
1 hour ago - Economy & Business

Omicron outbreaks were bad for business in January

Data: New York Federal Reserve Bank; Chart: Axios Visuals

Emerging anecdotal evidence shows just how hard the recent rise in COVID-19 cases hit businesses in early January — but that hasn't hurt some business leaders’ longer-term views on their companies' prospects.

Why it matters: Increasingly, the economic recovery has come in fits and starts that move in tandem with new peaks in cases. Look no further than the thousands of cancelled flights and shuttered Broadway theaters in the wake of the Omicron variant's spread over the last few months.

Tina Reed, author of Vitals
2 hours ago - Health

The shifting definition of fully vaccinated

Illustration: Sarah Grillo/Axios

The definition of what it means to be "fully vaccinated" is evolving even as the CDC has remained careful not to officially change it.

Why it matters: CDC officials have been balancing the job of convincing Americans who've already gotten two doses of the importance of boosters with getting many Americans who still need their first doses to get their shots at all.