The majority of the internet is supported by digital advertising but they are hurting the revenues of publishers who make the content, apps, and services that we all use every day. When users go to a particular site they find an unexpected and unwanted music that starts to blare or they can see irrelevant ads and might get irritated since, most of the times, it annoys them. Some of the ads make the user wait at least 10 seconds before they can access the site that they initially wanted to access. To make their work easier, users usually block all ads.
But most of these ad blockers cut the revenue for the sites. Google has come to their rescue. Last year Google had announced Funding Choices to help publishers recover the lost revenue due to ad blocking. Even though Funding Choices is still in its beta testing stage, millions of ad blocking users are now choosing to see ads on publisher websites or they are opting to “whitelisting” the site. In the last month, over 4.5 million visitors allowed the ads and added over 90 million additional paying page views for those sites.
In the upcoming weeks, Google is expanding the Funding Choices to over 31 countries. It will help the publishers from those countries to choose between two options of either allowing ads on a site or purchasing an ad removal pass through Google contributor. Google will try to develop it to make it more efficient. They have already started a test that allows publishers to use their own propriety subscription services within Funding Choices.
When a user arrives at the site of the publishers, what Google Funding Choices does is that it allows the site to display one of the three messages types to that user conveying the message how using an ad blocker hurts their business and content. One of the message types is a dismissible message that does not restrict access to content. The second one is a message that blocks access to the content until the user chooses to show all the ads on that site. The third type allows the user to access the content by paying a particular amount of money. On an average, publishers using Google Funding Choices are seeing 16% of visitors allow ads on their sites while some other publishers see rates as high as 37%. It also allows them to have a conversation on their sites with the users. The goal of Google is to help the publishers get paid for their work reducing the impact of ad blocking on them.
Source: Google Blog