It's no secret that the digital media industry has a problem with bloated ads and sluggish web page loads, both are reasons why many consumers have turned to ad blockers. The issues are coming to a head as "people increasingly find content through social media links and view content on mobile devices—two outlets where speed is crucial to keep consumers from growing impatient and moving on," reports Mike Shields in The Wall Street Journal. Now publishers are placing their content directly on Facebook via its Instant Articles program instead of redirecting readers back to their own websites. Publishers are also making their sites compatible with Google Amp (Accelerated Mobile Pages project), the open source initiative that seeks to speed things up. The Journal reports that Vox Media began focusing on optimizing the performance of its sites by attempting to reduce unnecessary code from its site, and anything else that impacted site performance. In January, the company’s sites loaded 54% faster than in April 2015, according to Joe Alicata, Vox’s vice president of revenue products.