The current trend in relationship between global market players and publishers using their products shows that large corporations are willing to move towards meeting the needs of their partners. Since the number of larger publishers backed out of Facebook’s Instant Articles and Apple News, the companies are trying to improve publishers’ experience.
Apple News may let publishers deliver ads with the same tech they use for their sites
Ad Age has reported Apple intends on letting publishers use the ad tech of one’s own choice for running ad campaigns in Apple News. The way the service functions now, publishers can use it for widening their audience, however the revenue they get leaves them dissatisfied. Beside the reduced amount of money they can make, there’s also additional work to do when launching ad campaigns.
Publishers partnering with direct advertisers
When Apple rolls out the fix, publishers will be able to perform the ad delivery through the same technology, as on their sites. Such change should keep publishers from leaving the platform, as well as motivate them to post more content, that they can potentially monetize.
Facebook offered more changes in Instant Articles to make publishers happy with the product
Lack or absence of the revenue from monetization of the content is believed to be the general reason why the group of publishers has pulled out of Facebook’s Instant Articles. While Facebook needs publishers as the source of high-quality content, publishers get the way for reaching more readers. The problem is, after users get the content on Facebook, they don’t need to go to the websites, where publishers could implement their engagement options.
Trends in digital publishing
Facebook tried to solve the issue by giving publishers new tools to boost their email sign-ups. Later on, they announced a new extension for Instant Articles to support Google’s Accelerated Mobile Pages and Apple News. The update allows for publishers to publish articles anywhere at once through Facebook’s product, which has the potential to attract them back to the platform.
As we see, such major companies, as Facebook and Apple, recognize publishers’ needs for the flexible and wide monetization options. Of course, they’ve done it the hard way – after seeing the publishers leave. But now we have some more vivid examples of platform development, driven by the needs of ad delivery.