Firstly, publishers need to rethink the entire ad model of the internet, and shift it to a 1st party data model rather than the 3rd party model that exists today.
Secondly, publishers need to change the way they report these stories, because, today, your Facebook-centric focus is out of tune with the real problem.
Thirdly, the tech industry needs to change.
If I had a desert island EdTech, it would be blogging, and that is not just in a nostalgic sense. No other educational technology has continued to develop, as the proliferation of WordPress sites attests, and also remain so full of potential. I’ve waxed lyrical about academic blogging many times before, but for almost every ed tech that comes along, I find myself thinking that a blog version would be better: e-portfolios, VLEs, MOOCs, OERs, social networks.