The move is likely to please news outlets that rely on subscription services for revenue. He said that publishers would need to share their audience profiles and Google would then seek out lookalike audiences to maximize subscriber signups.
Media companies are looking to subscriptions to make up for declining print ads, while online advertising is largely controlled by Facebook and Google. If publishers opted-out of first-click-free, their content has been demoted in search rankings - and, according to the WSJ, it suffered a 38% drop in traffic from Google Search in August 2017 after it stopped participating in program.
The company is abandoning its "first click free" feature which required publishers to offer three free articles a day before displaying a paywall to a reader.
"It's really all an attempt to try to create a new world - a better world - for journalism", said Philipp Schindler, Google's chief business officer.
This will be replaced by a "flexible sampling" model that will allow publishers to require a subscription if they choose at any time. Google has, however, denied changing its algorithm: "The algorithm has never biased free content versus paid content", Gingras added.
Although Facebook, Google's main advertising rival is also now working on subscription services to enable publishers generate revenue from their publications, Apple already made this feature available in last year's Apple News revamp. This listed articles higher in search results if publishers agreed to offer some stories for free. He said it was not clear how many publishers would start implementing an immediate paywall as a result.
In addition to this, Gingras announced that Google will introduce new tools to these sites, that allows them to sell a subscription to a new visitor with the payment information that the company has on file - that being if you have a registered credit card on the Play Store for instance.
But it has also been a source of tension for publishers, some of whom are reluctant to give their content away for free and see Google as profiting off their work. That will not be the case going forward, Google said.
The blog also revealed that the use of machine learning within Google was being used to help publishers to recognize when to target potential subscribers with more relevant offers.
Google is now banking on its relaxed policies and developing subscription tools to prevent major media houses and publications from holding back adequate content.