Earlier, Facebook decided to change its algorithm to favor content shared and created by friends instead of publishers. The decision led to the downfall of a handful of content creators such as Little Things, which experienced a 75 percent drop in its organic traffic, essentially killing profit margins and forcing it to close its doors.
Once company that has bucked the trend is Group Nine, which has built successful digital media brands like NowThis, Seeker, The Dodo and Thrillist — without relying on driving consumers to its owned and operated (O&O) website.
In an interview at TheWrap’s TheGrill conference in October, CEO and founder of Group Nine Ben Lerer explained how the company’s strategy is centered on being “100 percent co...
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