As AI kills search traffic, Google launches Offerwall to boost publisher revenue

Google’s IA search features are Kill traffic to publishersSo now the company offers a possible solution. Thursday, the technology giant officially spear To offerA new tool that allows publishers to generate income beyond the more dependent on traffic, such as advertisements.

Officewall allows publishers to give readers of their sites a variety of ways to access their content, including through options such as micropaments, polls, advertisements, etc. In addition, Google says that publishers Can add their own options To offer, as registering for newsletters.

The new feature is available for free in Google Ad Manager after previous tests with 1,000 publishers that lasted more than a year.

Google notes that it also uses AI to determine when to display the supply wall for each site visitor to increase engagement and income. However, publishers can Set their own thresholds Before the offer is displayed, if they prefer.

Many solutions offered by the supply offer have been tried by publishers before, in a range of products and services. Micropaies, for example, have repeatedly failed to take off. The economy does not tend to function, and there are additional friction to pay by article which are not worth gain for readers or publishers, given the costs of implementation and maintenance.

A Twitter -type social networking startup called post, Supported by A16ZMore recently, I tried to operate micropaies for publishers, but it Finally closed Due to a lack of traction.

In the case of Google, it works with a third party, Supertabwhich allows site visitors to pay a small amount to access the content online for a period – like 24 hours, a few days, a week, etc. The option (currently in beta version) also supports subscription registrations and fits into Google Ad Manager.

Google notes that publishers can also configure Offerwall to include their own logo and their own introduction text, then customize the choices it presents. An option that is activated by default concerns visitors to watch a short ad for access to the editor’s content. This is the only option that has a share of income and, on this front, it works in the same way All ad managerial solutions makeGoogle notes.

Another option clicks on visitors to Choose from a set of subjects that interest themwhich is then saved and used for the customization of ads.

Having a more integrated solution could help publishers to experiment with different monetization options, without having to commit time and significant resources to these tests. Google’s announcement did not share any results of its first tests with publishers or presented successful case studies. However, Google shared a study with Techcrunch, saying that the Sakal Media group in India has implemented Google AD Manager’s offer function on esakal.comThis led to an increase in income by 20% and up to 2 million increased prints within three months.

However, early reports During the trial period, publishers saw an average elevation of income of 9% after 1 million messages on Adsense, for the visualization of the advertisements rewarded. Google Ad Manager customers saw an elevator from 5% to 15% When you also use Offerwall. Google also confirmed to Techcrunch by e-mail that publishers with Offerwall experienced an increase in average income of 9% during its year later in tests.

Google says publishers can see Measures associated with Offerwall in Google Ads Manager Reports. These include things such as estimated offer income, the number of offers displayed, the success of successful commitment and post-Offerwall pages.

Updated after publication with case studies and additional measures provided by Google.