It's been a delicate, nerve-racking dance for publishers to play the platform game, and it's even caused some rivalries to transform into alliances.

When used in a smart way, pop-up forms can be a powerful tool for growing audiences, generating leads, and creating loyalty.

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Here's how: Entering 2018, it's easy for publishers to remain in defense mode as they brace for another year of battling the duopoly.

The growing space occupied by Facebook and Google continued to be a neverending ping pong battle in 2017, with Google eventually clinching the year by bringing more traffic to publishers than Facebook.

Rebel Mouse is great at integrating with external services such as ad networks, exit-intent strategy platforms, newsletter services, and even e-commerce solutions like Shopify.

You can easily structure your articles as product particles and integrate Shopify into them.

To help grow your subscriber list, the pop-up form is set to single opt-in by default.