The article says publishers keep 100% if the publishers sell the ads, or publishers keep 70% if the publishers use Facebook's ad engine. Facebook's ad engine i

The article says publishers keep 100% if the publishers sell the ads, or publishers keep 70% if the publishers use Facebook's ad engine. Facebook's ad engine is the closest one to the Facebook social graph. Facebook's argument may be valid that ads on the articles served by Facebook will convert better. That 30% might be made up by not paying a 3rd-party ad engine's commissions, plus the increased effectiveness of Facebook's ads.