and Google, who had reshaped content distribution and the ad industry in their favour. Digital-only upstarts such as BuzzFeed, Mashable and Business Insider had built themselves to take advantage of those same trends and had secured a dominant share of millennial eyeballs as a result.
But the bigger story here is one largely outside BuzzFeed’s control. It, alongside the tranche of other digital media startups of its era, threw in its lot vigorously with Facebook. It heartily embraced the new distribution model which had so frightened old-school publishers, surfing the waves of traffic generated by Facebook and other social apps such as Snapchat – which at one point evinced similar ambitions towards being a news platform.
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