Facebook opened Instant Articles to all publishers in April, and Google introduced Accelerated Mobile Pages last October.
These are just a few of the most notable options right now, and they signal the beginning of an era: Major brands are becoming increasingly innovative about getting users to spend more time on their sites.
While Facebook claims that Instant Articles are aimed at delivering a better experience to users, this doesn?t change the fact that it is taking away control from publishers, and experience shows that it has always been difficult to monetize content you can?t control.
At F8 in April, Facebook boasted about some interesting results from publishers using Instant Articles. Specifically, Facebook users are:

20 percent more likely to click on Instant Articles than web pages. 70 percent less likely to abandon Instant Articles due to poor user experience; in essence, readers will spend more time reading.
30 percent more likely to share Instant Articles than web pages.

With the above statistics, Facebook?s Instant Articles are a win for publishers, right" Not necessarily. According to data from HubSpot?s recent Digital Publishing Benchmarks Report, publishers are finding it increasingly challenging to compete with free content on the web; the report shows that a whopping 78.4 percent of respondents are compelled to offer free content of some sort, yet publishers are barely able to monetize this content.
Interestingly, available statistics show that...