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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

Aug 31, 2021 - Economy & Business

Beltway media finally cashes out

Expand chart
Data: AdImpact; Chart: Thomas Oide/Axios

The media deal frenzy is coming for Washington, giving longtime owners and investors in political publications a way to finally cash out.

Why it matters: The post-Trump era has been a traffic nightmare for political publications, but business is soaring right now, thanks to a few hot-button issues being debated by a new, divided Congress.

Special Envoy for Haiti resigns over Biden deportations

Daniel Foote testifies during a Senate Foreign Relations Committee hearing on May 26, 2016. Photo: Drew Angerer/Getty Images

The Special Envoy for Haiti on Wednesday resigned from his position, writing in his resignation letter obtained by PBS that he "will not be associated with the United States inhumane, counterproductive decision to deport thousands of Haitian refugees."

Why it matters: Ambassador Daniel Foote's resignation comes amid heightened anger over the treatment of Haitian migrants and asylum-seekers living in a temporary encampment in Del Rio, Texas — especially after images surfaced of Border Patrol agents whipping at the migrants from horseback.

First-time homebuyers shrink as prices spike

Data: National Association of Realtors; Chart: Axios Visuals

Home sales cooled as prices continued to heat up in August.

Driving the news: The share of first-time existing homebuyers (29%) last month was the smallest in two years, according to new data from the National Association of Realtors.