With Facebook’s Power Growing, Publishers Scramble to Connect Directly with Audiences

After years of guzzling at the platforms’ traffic spigot, publishers’ worst fears are coming true. The platforms have inserted themselves between publishers and their readers, making it harder for publishers to make money off them.

To counter, publishers are getting smarter about striking direct connections with readers, getting people to come to their sites where they have full control over audience data and monetization.

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