The move is part of a greater effort by Google to support publishers' subscription revenue efforts. Photo: AP file

Google is letting publishers use data and machine learning insights from DoubleClick, their ad-serving platform, to know if they should serve their audiences an advertisers' ad or an ad asking the user if they want to buy a subscription with that publisher. The move comes on the heels of the announcement Google made earlier in the week that it will do away with a longtime policy that hindered publishers' subscription revenue. Why it matters: Both announcements are a part of a greater effort by Google to support publishers' subscription revenue efforts, as Google and rival Facebook take the majority of digital ad revenue — forcing most publishers to pivot their revenue strategies to subscriptions.What's in it for Google: It will help them build and maintain working relationships with valuable publishers. In a conversation with reporters at Google's Publishing Partner Leadership Summit in Chicago, Google's Chief Business Officer Philipp Schindler said Google is not trying to make money off of the effort. "We are not trying to create new business model here," he said. We're trying to figure out how this is added value. We just need to cover our costs." Google says publishers have been vocal about wanting to leverage Google data and insights to elevate their subscription efforts. "I've personally talked to the CEOs of all major publishing houses and their feedback has been consistent ... please help us with subscriptions," Schindler told reporters.

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Florida fully lifts coronavirus restrictions on restaurants

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Florida Gov. Ron DeSantis (R) announced Friday the state will completely reopen its economy, allowing restaurants at operate full capacity and barring localities from ordering businesses to close.

Why it matters: The state became one of the world's epicenters for the virus in July, forcing DeSantis to pause its first round of reopening.

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Illustration: Eniola Odetunde/Axios

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The big picture: Internal combustion engines (ICEs) have powered automobiles for more than 100 years. But the shift to electric vehicles, slow to materialize at first, is now accelerating due to tightening government policies, falling costs and a societal reckoning about climate change.

Virginia Gov. Ralph Northam tests positive for coronavirus

Photo: Zach Gibson/Getty Images

Virginia Gov. Ralph Northam (D) and his wife, Pamela, both tested positive for coronavirus, his office announced on Friday.

The state of play: The Northams were tested after one of their staff "who works closely within the couple's living quarters" tested positive. The governor is asymptomatic, while his wife is "experiencing mild symptoms." They plan to isolate at home for 10 days.

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