Online publishers are facing a difficult time of transition within the industry at the moment as they believe that an internet of mobile apps and social platforms is here . This shift in the industry has left many publishers with loss of revenues , declining website traffic and in some cases the need to make layoffs . The factors have driven this shift as people prefer to check their social feeds and websites instead of visiting website home pages . Visits to websites become obsolete , therefore making it harder to justify buying ads for fragmented audiences . This saw 85 % of every dollar spent in online advertising go to Google or Facebook in Q1 2016 , said Brian ##berg , an analyst at Morgan Stanley . These claims are also fueled by Mark Zuckerberg 's ten - year plan which stressed the importance of apps and Facebook 's plans to keep users on the platform instead of following links out .
Online publishers are facing a difficult time of uncertainty within the industry at the moment as they realise that an internet of mobile apps and social platforms is here. This shift in the industry has left many publishers with loss of revenues, declining website traffic and in some cases the need to make layoffs. The audience have driven this shift as people prefer to check their social feeds and apps instead of visiting website home pages. Visits to websites become obsolete, therefore making it harder to justify buying ads for fragmented audiences. This saw 85% of every dollar spent in online advertising go to Google or Facebook in Q1 2016, said Brian Nowak, an analyst at Morgan Stanley. These claims are also supported by Mark Zuckerberg's ten-year plan which stressed the importance of apps and Facebook's plans to keep users on the platform instead of following links out.