Publishers have greeted the opportunity offered by the integrated publishing platforms offered by Facebook's Instant Articles, Snapchat's Discover and others with understandable skepticism. It seems that they will have little opportunity to control their own advertising business.
However, with ad-blockers trimming their online advertising revenues even further than before and consumers increasingly unhappy to rely on a fleet of apps to navigate the web, they're not in a terribly strong position to fight back.
However, if you're a content marketer and the point of your content is not simply to sell advertisements alongside, these platforms may well offer an opportunity.
Unfortunately for the publisher, this is another case of brands becoming publishers disintermediating their core business.
At the FIPP Congress 2015 Jacob Weisberg, chairman of Slate, talked about how publishers needed to think seriously about whether or not to work with integrated platforms like Snapchat Discover and Facebook Instant Articles. He described embracing them ‘as building your tree house in someone else's tree.’