Google just launched Offerwall, a new revenue tool for publishers hit by AI search siphoning their traffic.
Offerwall is a free feature inside Google Ad Manager. It gives readers multiple ways to access content beyond just ads—think micropayments, surveys, watching ads, newsletter sign-ups, and more. Publishers even get to add custom options.
Google uses AI to decide when to show Offerwall to visitors, aiming to boost engagement and revenue. Publishers can tweak display thresholds themselves. 
The concept isn’t new. Micropayments have mostly failed before due to economics and friction. a16z-backed Post tried and shut down recently. But Google’s partnering with third party Supertab for timed access passes, subscriptions, and seamless Ad Manager integration. The Supertab option is in beta.
"One option enabled by default has visitors watch a short ad to earn content access. It’s the only revenue-sharing option, working like all Ad Manager solutions," Google said.
Another Offerwall feature lets visitors pick interest topics to personalize ads. Publishers can add logos and intro text to customize the experience.
“India’s Sakal Media Group saw a 20% revenue boost and up to 2 million more impressions in three months using Offerwall on esakal.com,” Google told TechCrunch.
Early tests with 1,000 publishers lasting over a year showed a 9% average revenue lift from Offerwall. AdSense publishers saw a 9% lift on rewarded ads after 1 million messages, while Ad Manager customers gained between 5%-15%.
Publishers can track Offerwall performance with metrics like estimated revenue, messages shown, engagement, and post-engagement page views inside Google Ads Manager.
Google aims to give publishers a ready-to-go toolkit for trying different monetization ideas amid declining search-driven traffic. Success so far looks modest but promising.
No big case studies yet beyond Sakal’s bump. Stay tuned for wider results as Offerwall rolls out.
Image Credits: Google
Image Credits: Google
Image Credits: Google
