Trinity Mirror is the largest recipient in a new round of grants from Google under its €150m three-year Digital News Initiative.
The tech giant has announced funding for a further 124 innovative digital news projects across Europe which will receive a total of €24m.
Trinity Mirror is the only UK grant recipient among 31 large projects to receive grants of up to €1m.
It is using the money fund Project Vario which is a new take on “promoted content”, the system whereby companies such as Outbrain pay publishers to add a widget to their news stories promoting content on other websites.
Project Vario will attempt to develop a “compelling alternative to promoted content links in publisher apps; instead focusing on exclusive, targeted promotional offers that have real-life value to the users who wish to redeem them”.