Source: http://bits.blogs.nytimes.com//2015/05/1...

News publishers say the instant articles are a way to make their work stand out on Facebook, while still giving them credit for the traffic from advertisers and measurement services like comScore and allowing them to collect the kind of data they get from visitors to their own sites.

Facebook has worked hard to integrate the technology with publishers’ content management systems. Essentially, the social network reads special tags coded into the story to reformat it, but refers back to the underlying link so that reading it counts as a mobile web view and the viewer can easily share the article with people outside Facebook.

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With instant articles, Facebook is allowing publishers — including The New York Times — to include ads, typically up to one large banner ad or two smaller ads per 500 words. Publishers can sell their own ads and keep all of the money or let the company sell ads through its Facebook Audience Network, in which case Facebook will take a 30 percent cut.