Stories

Google concedes major subscription battle to publishers

AP

Google is ending its longtime "First Click Free" (FCF) policy, which for more than ten years has allowed people to access content that was traditionally behind a paywall for free with their first click into the content on Google Search and Google News properties.

Why it matters: It's a make-nice from Google to publishers, who have been struggling to make digital ad revenue amidst Google and Facebook's overwhelming dominance in that area. The policy was particularly controversial because the design of Google's algorithm forced publishers to comply, or otherwise face a reduction in ad-supported traffic to their websites.