Facebook is now working very hard to build deeper relationships with publishers, especially after making updates to its News Feed algorithm to feature high-quality timely content. Facebook's offering publishers a more optimal user experience, built for mobile with faster loading times, if they start publishing content that lives within Facebook's mobile app and is then hosted on Facebook's servers. Publishers would then be able to serve ads sold by Facebook with shared revenue. Instead of driving to their websites, they'd create content to keep users on Facebook.
That is quite the offer. Facebook has become the preeminent news source for millions of people. It brings 1.3 billion users to brands, publishers, celebrities and anyone else who wants to get a message out there. This paired with Facebook users' strong mobile usage and Facebook's mastery of user experience clearly make it an attractive platform for investing time, energy and, of course, dollars.
All of this raises questions for advertisers as well as publishers when they look at the role of any platform they use to reach their audiences be it Facebook, Twitter, a microsite, a blog or anything else. Who owns the relationship? What is the end game? Who ultimately has control of the data?