The fact that the ad revenue share shifted from publishers to facebook may indicate that it's not such a huge deal for them. I'd argue it actually shows that th

The fact that the ad revenue share shifted from publishers to facebook may indicate that it's not such a huge deal for them. I'd argue it actually shows that the traffic increase may not exist at all. Anecdotal, but what I see a lot of time is that people don't even read the news being posted - only the title, the preview and the text it was shared with and then jump into commenting. (Pretty much like what I'm doing here now :) ). Actually, I may have even seen a piece of research on this. So at the end it doesn't seem like it's such a great business for the publishers.