Allows publishers to create articles that load natively inside Facebook’s iPhone app (it’s iPhone-only for now), rather than sending users off to the Web.

Facebook gets to keep users in its app, seeing articles that load instantly, rather than going off to a website that they may stay on instead of coming back to the warm, blue arms of its own domain.

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Helpful for the publishers!!

commented: You're right +1

it is looking really nice step for publishers, i think....

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