Publishers are testing a new monetization tool from Google called Offerwall, which lets audiences unlock access to content on their websites by selecting from a range of options such as purchasing a subscription, viewing a video ad, sharing data, or making a micropayment for short-term access.
Google is promoting Offerwall as a way for publishers to diversify their revenues and explore “alternative monetization” approaches as questions mount about the viability and sustainability of ad-supported models.
In its conversations with publishers, Google has pointed to the deprecation of third-party cookies and growing privacy regulation as direct threats to their revenues. The online ad giant has also suggested the rise of the creator economy is making consumers more open to supporting publishers via subscriptions and other direct payments.