The need for smoother user experiences on sites is on the rise thanks to ad-blockers. This means that many publishers are now in danger of purely becoming content providers for platforms such as Facebook and Twitter. For example, Twitter's Moments feature which aggregates tweets on mobile, hides the link back to publishers's websites without users even knowing. In a recent blog post, Google said it was working with publishers "to help them understand how their ads can be more effective when they use our advertising platform. These platforms drive so much traffic, thus publishers cannot afford to ignore them due to competition in the market. However, it is becoming increasingly harder to convert the platform's users into loyal readers, if this continues publishers will eventually become ghost writers.
The need for smoother user experiences on sites is on the rise thanks to ad-blockers. This means that many publishers are now in danger of purely becoming content providers for platforms such as Facebook and Twitter. For example, Twitter's Moments feature which aggregates tweets on mobile, hides the link back to publishers's websites without users even knowing. Facebook's Instant articles similarly obscures the relationship between the publisher and the reader. These platforms drive so much traffic, thus publishers cannot afford to ignore them due to competition in the market. However, it is becoming increasingly harder to convert the platform's users into loyal readers, if this continues publishers will eventually become ghost writers.