Facebook product managers gathered about a dozen news publishers at the company’s New York office two weeks ago to unveil potential changes to Instant Articles, the nearly-two-year-old program aimed at making news articles load faster on the social network. The roadmap, including giving publishers more ways to track reader habits and to get readers to sign up for text and email alerts, is aimed at making the program more appealing to publishers. One change, increasing frequency of ads in articles, was announced on Thursday and will start next week.

Many news firms, though, remain skeptical.