Google Explores A Unified CMS And Publisher Ad Platform

But a CMS could be a tough sell for Google, especially as a number of publishers have lately staked their future on the strength of a proprietary CMS. Three prominent examples are Vox Media, whose vaunted Chorus CMS is considered its secret sauce, BuzzFeed, which has baked native advertising into its content platform, and The New York Times, where technology-powered storytelling is seen as core to its editorial and advertising mission. For such publishers, adopting a CMS from a large platform player like Google would be tantamount to outsourcing the very notion of innovation.
Additionally many established publishers have customized their content tools to integrate with legacy publishing systems. Many publishers use multiple CMSs, for instance a custom platform powered by Drupal alongside Wordpress for blogging.  So there’s a big technical hurdle to adopting any off-the-shelf solution Google has on offer. That’s setting aside the technical and human resources barriers required to migrate away from "good enough" content systems.

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