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‘Publishers need to be more proactive’: Parse.ly marketing VP on challenging the Facebook and Google duopoly
Aug 14, 2017
By Ayesha Salim
Exactly four years ago while publishers were figuring out how to increase their web traffic, Facebook offered a helping hand. According to its 2013 post, the tech giant found that on average, referral traffic from Facebook to media sites increased by over 170% throughout the past year.
The same year, data analytics company Parse.ly found that Facebook was driving just over 10% of traffic to publisher sites, while Google was driving 36%. Fast-forward to present day and the duopoly retains its powerful position. As of November 2016, Google and Facebook drove around 80% of all identifiable external traffic to digital publishers.