Google to enable publishers to charge users with ad blockers

A new Google tool will let website publishers charge visitors using ad blockers for removing the ads, or force them to turn off their ad blockers and view the ads. The feature is said to be designed to help publishers who fear for their slumping ad revenue.

A new extension called “Funding Choices” provides the publisher with the tool to embed into their website. When a user with an ad blocker visits the site, he is prompted to either to make a payment to remove the ads on the site, or to disable the ad blocker and proceed. Choosing neither of the options means one cannot view the website.

The company is said to receive 10 percent of the fee, which will be set by a publisher individually.

The annoying ads like pop-up windows or auto-playing videos “can lead some people to block all ads—taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation,” Google’s senior vice president for ads and commerce, Sridhar Ramaswamy, says.

He added that ad blockers have a negative impact on potential revenue across all of Google properties, particularly in Europe.

Publishers in North America, UK, Germany, Australia and New Zealand can download the new tool, with the feature becoming available for other countries later this year.


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