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Why Google Is Ending This Key Program in 3Q17

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Part 4
Why Google Is Ending This Key Program in 3Q17 PART 4 OF 15

How Playing Nice with Publishers Could Ease Alphabet’s Pain

Google tries to appeal to new outlets

Now that Alphabet’s (GOOGL) Google has attempted to patch up its relationships with publishers by dropping its contentious “first click free” program, newspapers that had not been complying with the terms—and had claimed that Google was downgrading their rankings in search engine results—may be in a better position to cooperate with the search engine and advertising giant.

How Playing Nice with Publishers Could Ease Alphabet’s Pain

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YouTube boycott taught Google a lesson

Meanwhile, Google could have a much easier time policing its platforms to keep false news, so-called “fake news,” and other inappropriate content at bay. Google and Facebook (FB) have in recent months stepped up its efforts to rid their platforms of false news, and this is driving up their costs and eating into their profits.

Notably, Google is an example of how inappropriate content can ruin an online advertising business. Early this year, several large advertisers, including Johnson & Johnson (JNJ), Ford Motor (F), and Verizon Communications (VZ), pulled their ads from YouTube after it was discovered that some ads were appearing next to content promoting violence and hate groups. The YouTube ad boycott immediately threw Google into a tailspin.

Policing the web is a costly affair

As such, encouraging and enabling reputable news organizations to produce more high-quality content could help fix the “fake news” menace and make the Internet safer for reliable journalism while saving Alphabet a lot of the time, energy, and money that goes into policing the Internet.

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