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More available content could attract more users to Apple News, where user adoption is relatively low. Making it easier for publishers to set up ad campaigns within Apple News may boost monetization and spur them to post more content.

Apple’s change can cause publishers to post more Apple News content, which can attract more users to the app.

The company is building out other products to streamline the subscription sign-up process for users - Google aims to have a one-click subscription process, according to the company's VP of news - which can help further boost revenues for publishers, and ultimately Google as well. Though exact financial details aren't ironed out yet, Google will likely take a small portion of subscription revenues, according to The Wall Street Journal.

Google can cash in on publishers' subscription revenues.It’s in Google and Apple’s best interests to implement these changes and help publishers monetize. Publishers can just extend current campaigns using their own technology, instead of taking extra steps to set up a separate campaign through Apple’s ad serving technology. Allowing the use of other ad tech to set up Apple News ad campaigns will save publishers time.Implementing paywalls can help entice more users to subscribe, unless users elect to seek news elsewhere. Because there will no longer be a penalty for instituting paywalls, more publishers may do so. Previously, publishers that didn't provide a certain amount of free articles were pushed down in search results. Ending "first click free" can help publishers boost subscriptions.Here’s a breakdown of each change and why it's important: The changes by the two companies make it easier for publishers to monetize users and convert readers into subscribers. That's especially important as more publishers turn to subscription plans to drive growth in the wake of declining ad revenue. And Apple is letting certain publishers use their own ad tech to serve ads on Apple News, according to Ad Age.

Google will end its "first click free" policy, which required news publishers to give users free access to a certain number of articles, The Wall Street Journal reported. To learn more and subscribe, please click here. This story was delivered to BI Intelligence " Digital Media Briefing" subscribers. Account icon An icon in the shape of a person's head and shoulders.