Facebook’s announcement yesterday that it would be sending less traffic to brands and publishers sent its stock down this morning. But the move has been a long time coming.

Facebook’s share of external web traffic to publishers declined to 24 percent in January, down from nearly 40 percent this time last year, according to new data from Parse.ly, a digital analytics company.

Google, meanwhile, has again become the main source of referral traffic to publishers, with 43 percent coming from the search engine, up from 34 percent at the beginning of 2017.





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