SAN FRANCISCO: Facebook is reportedly considering new revenue-sharing models with third-party content publishers that would allow them to keep all the revenue from certain ads.

According to a report in the Wall Street Journal, the social media network wants to deliver more content, including video, but needs to improve the experience for mobile users.

Many web publishers put up links to their content on Facebook, through which they drive traffic to their news sites, but trying to open them on a mobile device can be frustrating for users because accessing the link can take about eight seconds.

To get around the problem and to speed things up, sources "familiar with the matter" told the Journal that Facebook is introducing an Instant Articles feature.

In return for using it, publishers will be entitled to keep the revenue from all ads sold through the news sites hosted by Facebook. Where Facebook is the direct seller of an ad, it would keep about 30% of the revenue.

A key advantage for Facebook is that it expects faster-loading content will encourage users to spend more time on the network, although publishers may have concerns about whether they would lose control over placements and data metrics.

That is partly because Facebook would be likely to require publishers to use its own advertising technology products, such as Atlas and LiveRail, rather than Google's.

The sources went on to say that Facebook intends to deliver content from BuzzFeed, The New York Times, National Geographic and others and that the initiative will be rolled out within a matter of weeks.

Data sourced from Wall Street Journal; additional content from Warc staff