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I'm a back end dev at a small non-profit news org and it blows my mind how fast my employer wants us to integrate with FB instant articles and AMP without considering the consequences (AMP traffic staying in Google's network, etc.) Coming from a startup where our data was proprietary and execution meant everything, it feels weird sometimes that I get paid to make it as easy as possible for Google, FB, and others to access our content at scale (for free) while the news organization bears the infrastructure and engineering costs to do so.

These big companies aren't in this to help media companies, they've successfully commoditized content production and demanded news organizations to get with their program or get buried and forgotten.

Google, Facebook, etc, are marketing platforms. They are giving you marketing in exchange for content. It's equivalent to what you would've had to do in the past, which is pay somebody to go door to door selling your newspaper, giving out free copies of the newspaper. The free newspapers aren't your product, they're an ad for your product.

If you can't convert attention on Google/Facebook into your own ad revenue then you should stop purchasing advertising with content and you should focus on conversion.

AMP is ad network agnostic.

Content is free, not just from the amateurs, from the pros too. Laughing all the way to the bank. One of the reasons why MySpace was bought, but at the time it was already dying.

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