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Instagram Launches Explore Cash Grab

Paul Rubens - June 28, 2019 - 11:11 AM
Instagram Launches Explore Cash Grab
Instagram's Explore is prime advertising space because users are 'most receptive to advertising'.

(CCM) — Instragram users are about to find their Explore page populated with advertisements following the social media platform's decision to monetize the area, according to a report in The Verge.

The ads, in the form of photos or videos, will not appear on the Explore grid itself, the report says. Instead they will start to appear when a user clicks on an Explore post and scrolls through that feed.

The first advertiser is Instagram itself with a commercial for its IGTV. This will be followed by ads from Instagram partners, and eventually it will be open for advertising to all-comers.

The move makes sense to Instagram because it is the Explore page where "the mindset where people are most receptive to advertising" is to be found, according to Susan Buckner Rose, Instagram's director of business product marketing. That's because it is where people come to discover new accounts or people or brands that they do not already follow, she added in the report.

It is not clear why Instagram has decided to keep the Explore grid ad-free, and Buckner Rose hinted that they be placed there in the future, according to the report.

Image: © tanuha2001 - Shutterstock.com
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