Selling Mobile Ads - Facebook Does it Better Than Publishers
With Facebook’s Instant Articles, Publishers May Find 70 Cents Is Better Than a Dollar
Publishers are still digesting the details of Facebook’s new “Instant Articles” initiative, which in the first 24 hours has set off reactions ranging from panic to confusion to envy across the online news landscape.
There are many questions for media executives to consider about the program, which allows whole articles and videos to be published to the social media site’s mobile app. One major consideration is whether Facebook can help publishers generate revenue from their mobile audiences more successfully than they can themselves.
The answer? Quite possibly, because Facebook has figured out what other online ad sellers haven’t: how to effectively target and track mobile ads.
As first reported by the Wall Street Journal, participating publishers will keep 100% of the revenue generated from advertising placed alongside Instant Articles, provided they sell and serve the ads themselves. They get a 70% cut if Facebook sells the ads through its Audience Network product.
所以，報社透過FB所銷售的廣告拿回70%的分潤之總合，會遠勝過自己在FB的”Instant Articles”裡所賣的廣告營收（雖然自售的廣告收入100%歸報社自己）。
儘管不假思索也知道是這樣，但這篇WSJ的文章提供了進一步說明。
簡單歸納起來原因有二：
(1) 原本的吃飯領域：”Facebook will collect around 33% of all mobile display ad spending in the U.S. this year.”
(2) 原生的吃飯傢伙：藉著”Like 按讚”，使用者的喜好FB當然比報社懂；另外，FB的跨裝置廣告效果追蹤分析，自然遠比cookies更有效