‘Publishers need to be more proactive’: Parse.ly marketing VP on challenging the Facebook and Google duopoly

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.

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