Google will begin prioritizing news stories for users based on the publications they already pay to subscribe to, Bloomberg reports. The tech giant will also share data with publishers about Google users most likely to subscribe.
Why it matters: The efforts comes as publishers look to bolster their subscription efforts, since their traditional revenue stream — digital advertising — has become monopolized by tech giants, mainly Google and Facebook. This effort builds on Google's announcement last year to test when to show users ads with subscription offers instead of regular commercial ads.
Axios has reached out to Google for comment.