Google’s “First Click Free” policy allows publishers that monetize content through paid models to have their paid content indexed in Google Search & News, under certain conditions. Following complaints from the publishers’ side concerning abuse of free visits by users, Google has announced that it will limit the number of free visits to three per day, down from five.
This update comes at an interesting time for publishers, especially given the recent rise in popularity of ad-blockers. As publishers continue to fight against ad-blocking (and lost ad-revenue) it will be interesting to see what alternative revenue sources they choose to pursue. At the same time, agencies and brands will continue to adapt side-by-side with publishers in order to search for answers.