Digital Publishers Want to Put the Web on a Diet to Fight Ad Blocking – WSJ

The digital media industry has a problem with heavy ads and slow-loading Web pages—factors that many blame for the rise of ad blocking.

These issues are becoming more acute as people increasingly find content through social media links and view content on mobile devices—two outlets where speed is crucial to keep consumers from growing impatient and moving on. That’s a big reason many media companies are experiment with publishing their content directly to Facebook via its Instant Articles program, instead of redirecting readers back to their own website. Publishers are also making their sites compatible with Google Amp, another initiative aimed at helping satiate websites’ need for speed.

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