Facebook rolled out an expansion of its Instant Articles project on Tuesday — that’s the mobile-focused offering it launched earlier this year, which offers faster-loading pages to media companies who agree to publish directly to the social network. At first, Facebook had only partnered with a few media outlets like the New York Times, The Guardian and the BBC, but now it has expanded the list to include other publishers such as Mashable and Vox (and Time Inc., which owns Fortune).
Under the terms of the deal, media outlets can sell their own ads and keep all of the proceeds, or they can have Facebook sell the ads and keep 70% of the revenue. The giant social network takes the content and makes it load faster and look better on mobile devices, something that has been an issue for many media outlets — and has in turn helped drive the adoption of ad-blocking software.
