NEW YORK: Google News is about to undergo a redesign, according to reports that suggest the revamp is about helping publishers consolidate how they interact with Google’s various news platforms.

First reported by Advertising Age, which spoke to people “familiar with the plans” on the condition of anonymity, search giant Google intends to unveil its new digital media destination at this week’s Google I/O conference.

Delegates at its annual event for technology developers, which runs from 8-10th May, are expected to be informed that the new design will incorporate Google’s Newsstand app with news videos from YouTube.

According to AdAge’s sources, a new Google News app will be launched and the new platform will use the technology behind Google’s Accelerated Mobile Pages, which was developed specifically for the mobile web to speed up loading.

Google is reported to have been discussing the change with publishers in recent weeks and it is also likely that the company will close down the Newsstand app in favour of its new consolidated app.

“It’s a consolidation of all the ways you can interact with news on Google,” said an unnamed publishing executive, who has been briefed on the plans.

“There are a lot of Google services where you find news, and what they’re trying to do is bring it all under one brand,” the executive added.

Commenting on the initiative, Jason Kint, CEO of Digital Content Next, said Google’s efforts to improve its news products could garner goodwill from the industry.

“Any way Google can rethink how it presents news that better protects the news brands and consumers is positive,” he said. “If it brings monetisation along too, then it will find open arms from publishers.”

Meanwhile, rival Apple has also been exploring how to improve its relations with publishers and is reported to have conducted a beta test to allow a select few of them to sell ads through Google’s DoubleClick system.

AdAge spoke with some industry insiders, who revealed Apple has been in talks with publishers about expanding the trial, which would allow them to sell ads programmatically in real time via DoubleClick.

Sourced from Advertising Age; additional content by WARC staff