by Laurie Sullivan @lauriesullivan, March 1, 2017

Marfeel, which helps monetize mobile traffic, released technology on Wednesday that allows publishers to quickly integrate their news feeds with Apple News, which pulls the publisher’s content into Apple’s mobile app.

Apple News now allows app users to purchase subscriptions to a variety of publishers, making a range of news available in one location. News is available on the iPhone, iPad or iPod touch. Subscriptions are paid for through the iTunes Store.

The announcement, made at Mobile World Congress 2017, describes how Marfeel integrated Google Accelerated Mobile Pages (AMP) into its platform to help publishers using its platform gain Web page load speeds of between zero and 6 seconds, explains Marfeel co-founder and COO Juan Margenat.

He said the company made its platform compatible with Google Newsstand last year.

Apple News allows app users to purchase subscriptions to a variety of publishers, so the app makes a range of news available in one location.

The more rapid the page loads on the screen, the less of a bounce rate on mobile publisher sites, he said, estimating that Web page bounce rates for most publishers implementing Google AMP have fallen by 50%.

“Speed means engagement and money,” he said. “Analysis from Google finds if a page takes more than 3 seconds to load, about 50% of the users go away.”

Marfeel’s supports a variety of publishers. The average publisher it supports serves between 5 million and 10 million sessions monthly, but the company also works with companies such as National Geographic in France, and ABC in the United States.

MediaPost.com: Search Marketing Daily

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