When Google says it’s going to take over your business news feed, you can bet your ass that you’ll start seeing a lot more headlines about its plans to take control of what you read.
The Wall Street Journal reported Monday that Google’s parent company Alphabet is working on a plan to create a new “advertising platform” that would be used to make “advertising-driven content” available on the company’s website.
The plan is meant to give Google a “frictionless way to target its advertising to advertisers.”
That means it could essentially buy up advertising space on the site and put it in front of what Google calls its “primary audience.”
Google’s website currently only shows ads for ads from Google’s own advertisers, but Alphabet plans to expand that to include any site that hosts a link to a “Google News” article.
“This could be a new way to deliver content that is curated to Google’s audience,” the Journal said.
Google’s plan to buy up news content has been on the radar of advertisers since early 2016.
The company’s search algorithm “favorites” articles that have already been published, and then “browsers” them to show the most-read content.
But Google recently changed its algorithm to make this less of an option, and now the company only shows articles from reputable sources.
The change in its algorithm meant that many news publishers and news users could no longer rely on Google to display ads for them, and many were left with little choice but to opt out of its advertising services.
Google has made no secret that it wants to take full control of the news feed in a big way.
In 2016, the company said that it wanted to “exclude” Google from the newsfeed, which it said would “reduce the likelihood of advertisers seeing their ads appear in a way that could negatively affect our search results.”
Last year, the Google News service was also reportedly made available to advertisers through a new ad-blocking program called Adblock Plus.
Google, for its part, hasn’t been shy about taking on the web’s dominant players.
In May, the search giant announced it was adding an additional $20 billion worth of ads to its website, which would presumably allow it to take even more control of how people consume its search results.
Google recently also said that its Adsense ad network would be expanded to allow advertisers to pay to display content on the sites that have more ad revenue than Google.