Publishers recognized the benefit of being on Facebook and the benefit of referral traffic. As a result, publishers lost the ability to use their own ads, cross-sell other business units, paying subscribers and loyal daily readers as a result of FB's platform limitations. This set-up allowed FB to keep users on their platform and maximize FB ads within these articles.
The article notes that FB realizes article traffic is increasing and giving some of the choice back to the publishers. However, many of the Journalism Project initiatives still favor FB. While publishers are still at a loss, this allows FB to keep control, access to data, and awareness of how users are leveraging the FB platform for information - - all increasing their ability to target ads and understand user tendencies.
https://techcrunch.com/2017/03/09/deal-with-the-blue-devil/
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