By David Darby
This spring ushered in momentous change in the media distribution and consumption landscape. Novel content delivery methods offer publishers exciting opportunities for engagement, but also exposure to clear risks and dizzying complexity.
| Consumers have faster access to quality content as a result of the growth in mobile delivery. Standing in line at the grocery store, we can raise our smartphones to easily discover and read compelling news articles as the line inches forward. But when mobile content is discovered via Facebook feeds, an Apple News app, or similar gated spaces, publishers must weigh the gain in reach against a loss in control.
Now with this month’s launch of Google’s Accelerated Mobile Pages (AMP), publishers have new reason for excitement, concern, and a bit of confusion. How does your garden grow? Facebook, of course, owns the most acreage in the world of “walled gardens”. These self-contained web environments direct and control a user’s content navigation with the goal of meeting so many of their needs, they won’t see a reason to leave. And it’s a rich plot of garden to hoe: the longer a user stays on the site, the more data Facebook collects, allowing it to more accurately target users with the ads that power the company’s US$12bn annual revenue. |
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