As AI steals traffic, Google offers publishers a revenue lifeline
What's the story
Google has launched a new tool, Offerwall, to help publishers generate revenue amid declining traffic due to its AI search features. The innovative platform provides readers with multiple ways to access content such as micropayments, surveys, and ads. Publishers can also customize their Offerwall by adding options like newsletter sign-ups.
Personalization
How the offerwall tool works
The Offerwall tool, which is available for free on Google Ad Manager, uses AI to decide when to show the wall to each visitor. This is done with an aim of maximizing engagement and revenue. Publishers also have the option of setting their own parameters before the wall appears, giving them more control over user interaction.
Revenue boost
The feature has already helped several publishers, claims Google
Google has already tested the Offerwall tool with 1,000 publishers over a year. The tech giant claims that the new feature can help publishers increase their revenue. For instance, India's Sakal Media Group saw a 20% revenue increase and up to two million more impressions in three months after implementing Google Ad Manager's Offerwall on its website.
Integration
Supports 3rd-party services for content access
The Offerwall tool also integrates with third-party services such as Supertab. This allows site visitors to pay a nominal fee for temporary access to online content. The feature, which is still in beta, also supports subscription sign-ups and works seamlessly with Google Ad Manager.
Customization
Publishers can customize the offerwall
Publishers can customize the Offerwall to include their own logo and introductory text, as well as tailor the options it shows. One option by default has visitors watching a short ad in return for access to the publisher's content. This is the only one that has a revenue share, working just like all Ad Manager solutions do.
Control
Publishers can view metrics related to Offerwall in Google Ads
Another option lets visitors click to pick from a range of topics they like, which is then stored and used for ad personalization. This gives publishers more control over their content monetization strategies. They can also view metrics related to the Offerwall in Google Ads Manager reports, including estimated revenue, number of messages shown, successful engagement rates, and post-engagement page views.