Analytics company Parse.ly has been monitoring the traffic sources for their clients for years and has constantly published the relationof "the big three" - direct traffic, Google traffic and Facebook traffic across their client network. For years, Facebook was gaining share. The new numbers are in and Facebook, including Instant articles, is down significantly. They attribute this to the success of Google AMP, but I guess Facebook's concentration on native video, in-feed, is another reason. For publishers, 2018 may be the year to decide whether they believe in in-feed monetization by Facebook through video, or strengthen their owned and operated platforms. Not an easy one, as acquisition of traffic and monetization don't get easier.