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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.

Go deeper

41 mins ago - Health

White House unveils plan to "quickly" vaccinate kids ages 5-11

Charles Muro, 13, is inoculated at Hartford Healthcare's mass vaccination center at the Connecticut Convention Center in Hartford, Connecticut. Photo: Joseph Prezioso/AFP via Getty Images

The White House on Wednesday released its plan to vaccinate children between the ages of five and 11, pending authorization from the Food and Drug Administration of the first COVID-19 shot for that age group.

The big picture: The White House said it has secured enough vaccine supply to equip more than 25,000 pediatric and primary care offices, hundreds of school and community health clinics, as well as tens of thousands of pharmacies, to administer the shots.

48 mins ago - Sports

Where it stands: Weed policies by U.S. sports league

Illustration: Sarah Grillo/Axios

With public support for marijuana legalization nearing unanimity, and more athletes using cannabis to treat pain, the four major U.S. sports leagues continue to reduce restrictions and punishments.

Driving the news: NBA players won't be subject to random marijuana testing this season, an extension of an agreement between the league and its players' union that began ahead of the 2020 Orlando restart.

4 hours ago - World

Scoop: Jake Sullivan discussed Saudi-Israel normalization with MBS

Photo illustration: Sarah Grillo/Axios. Photo: Jim Lo Scalzo/EPA/Bloomberg and Michael Brochstein/SOPA Images/LightRocket via Getty Images

White House national security adviser Jake Sullivan raised normalization with Israel during his recent meeting with Saudi Crown Prince Mohammed bin Salman, three U.S. and Arab sources tell Axios.

Why it matters: Saudi Arabia would be the biggest regional player to sign onto the "Abraham Accords" peace agreement with Israel, and such a major breakthrough would likely convince other Arab and Muslim countries to follow suit.