DIGIDAY – 10/10/2019
Max Willens
Publishers pivoted to subscriptions, in part, to reduce their reliance on a business dominated by Facebook and Google. Ironically, it has made them more reliant on Facebook and Google.
Through the first nine months of 2019, publisher spending on paid Facebook distribution to support subscriptions was up 150% compared to the same period last year, according to Keywee data. That spending includes direct-response ads as well as the paid promotion of articles designed to force people to hit paywalls.