Technically, articles will load up to 10 times faster than they normally would since readers stay on Facebook rather than follow a link to another site. The news publishers can sell and embed advertisements in the articles, keeping all of the revenue, or allow Facebook to sell ads. Facebook is also permitting the news companies to collect data about the people reading the articles. Facebook is offering publishers new tools to showcase their work, including interactive maps and the ability to post high-resolution photos that readers can zoom into and view from any angle. The big network says it wants to be a good partner to news organizations. Publisher’s fear is, however, “losing control over the means of your distribution.” At the same time, Facebook might be in a position to dictate less favorable terms if its importance to publishers increases.