Publishers today face a very interesting dilemma – Facebook’s Instant Articles solution. On it’s surface, it seems like an easy way to fish where the fish are. Not everyone is on your website, but everyone is on Facebook. So publish content to Facebook, count the clicks as site visits, and collect 100% of the ad revenue. The more publishers that do it, the more advertisers will feel comfortable buying “off-site,” and the barriers break down between social and display budgets. Everyone wins, right?