Instagram Begins Testing Ads on IGTV, Its Long-Form Video Destination

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What has perhaps been one of the worst-kept secrets in the social media universe is now official: Instagram will begin testing ads next week on IGTV, its destination for long-form video, with a “small group” of U.S. creators and advertisers.

The ads, built for mobile and up to 15 seconds long, will appear when users click to watch IGTV videos from previews in their feed. Non-skippable and skippable ads will be part of the test, and revenue will be split between Instagram and creators, but exact terms were not disclosed.

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