To counter Google, Microsoft wants to pay publishers for Bing News in Europe




Microsoft wants to take advantage of Google's weaknesses and then appears as a staunch defender of publishers. The company thus intends to position itself as a privileged partner.

Google is grappling with the Australian government which wants to bring into force a law obliging the Californian giant and Facebook to pay local media. Microsoft intends to ensure that such a device is implemented in the European Union.




A unique opportunity for Microsoft

In order to better position itself in the search market, Microsoft is taking the opposite view of Google and Facebook by showing itself in favor of the remuneration of publishers.

Microsoft had already claimed to be able to supplant Google on Australian territory while complying with this new law. Now, according to an Associated Press report reported by USNews, Microsoft is in the process of initiating discussions with publishers in the European Union.

Satya Nadella's firm is said to have met with lobbyist groups such as the European Publishers Council and News Media Europe, as well as with representatives of magazines and daily newspapers.

By positioning Microsoft in the camp of publishers against the other behemoths of tech, the market could then evolve and the company could suddenly impose itself on the field of online news in an economic model without tensions.




Microsoft is surfing the tensions

Historically, Google and Facebook have always refused to pay the media. The first explained that its Google News service was a major source of traffic for them. For their part, the media do not appreciate seeing these two Californian companies exploiting their content to make it available to Internet users outside their websites.

In Australia, tensions have recently escalated. The local government wants to impose firm legal restrictions. Google has also threatened to leave the country.

A university study published earlier this month indirectly supported Microsoft's initiative by explaining that the Bing engines, but also Ecosia were much more relevant than Google for returning quality news content. Opportunistic study or not? Either way, Google obviously rejects these results.

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