Publishers redesign for single streams and infinite scrolls. Leading mobile and social platforms, along with consumer devices, have fundamentally changed the way consumers interact with content. Scrolling through feeds and swiping between pages have become common user behaviors. As a result, expect to see publishers redesign their site layouts for infinite scrolls and single content stream/feed experiences. As site traffic increasingly arrives sideways from search and social, publishers will also redesign subpages to behave like their homepage, with the goal of recirculating traffic and extending user sessions. Since native placements will be measured via engagement, there will be less emphasis on designing sites around creating more ad impressions. This will make for a better Web experience for everyone, with fewer click-to-refresh slide shows, multi-page articles, and IAB banners filling every possible spot on a website.

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