As AI Kills Search Traffic, Google Launches Offerwall To Boost Publisher Revenue

An anonymous reader quotes a report from TechCrunch: Google's AI search features are killing traffic to publishers, so now the company is proposing a possible solution. On Thursday, the tech giant officially launched Offerwall, a new tool that allows publishers to generate revenue beyond the more traffic-dependent options, like ads.

Offerwall lets publishers give their sites' readers a variety of ways to access their content, including through options like micropayments, taking surveys, watching ads, and more. In addition, Google says that publishers can add their own options to the Offerwall, like signing up for newsletters. The new feature is available for free in Google Ad Manager after earlier tests with 1,000 publishers that spanned over a year. While no broad case studies were shared, India's Sakal Media Group implemented Google Ad Manager's Offerwall feature and saw a 20% revenue boost and up to 2 million more impressions in three months. Overall, publishers testing Offerwall experienced an average 9% revenue lift, with some seeing between 5% and 15%.

Yeah but aren't those numbers after

[rsilvergun]

Their revenue is tanked by AI summaries?

I'm confused how this would generate more revenue beyond being another plug-in for displaying ads. As far as I can tell the user is still have to browse your website and the whole problem is AI summaries are stopping people before they browse and chat GTP is sometimes keeping them from even getting to Google.

Plus We already know micropayments don't work. We've known that for 30 years now. There's no reliable way to transfer a few pennies and as soon as you get

[citation needed]

[Dr. Tom]

How about having Google "pay" the sites used to compose the LLM message by listing the citations?

Re:

[CAIMLAS]

This is the reasonable approach to this, but I suspect the way that LLMs work makes it difficult if not prohibitive.

Re:

[EvilSS]

How about having Google "pay" the sites used to compose the LLM message by listing the citations?

You mean the very thing they do today? In that box to the right of the AI search summary? The box with all the references in it?

micropayments

[phantomfive]

I like the idea of micropayments, but I hate that Google is the one doing it because they have become evil.

The only reason they are able to push this at all is because of their monopolistic negotiating power in the ad industry.

doomed to fail

[CAIMLAS]

Oh, so I can {checks notes} do the same kinds of things I actively block and avoid, like take polls and watch ads, in order to have to search for content amongst a sea of monetized garbage?

No thanks.

Media strip mall

[abulafia]

This is Google (a) noticing that the krill their diet depends on has been drastically overfished, so (b) looking for a cheap way to effectively take them over.

Google provides the "presses", just add content.

It will go poorly, we'll end up with fewer, bigger propaganda outlets, and Google will get bored with this in a few years and kill it.

Re: Media strip mall

[Big Hairy Gorilla]

Whooee.. the whole cycle ... interesting analysis ... was thinking same, but with a "rats in a Google maze" metaphor ... the algorithm chooses winners and losers ... you spin in the wheel until you pass away, the cheese is always just around the next corner

How about links

[spitzak]

Why not put links (and not just tiny icons, but Wikipedia-like links of whole words or even sentences) to wherever the AI got the information?

Then it is *both* a search engine and an AI overview.

Re: How about links

[devslash0]

You're assuming they're rational and not greedy bastards.

Re:

[EvilSS]

They already do that.

Oh great

[fatwilbur]

“micropayments, taking surveys, watching ads, and more” - So more of what made the internet shitty in the first place, yay!! The one thing I don’t mind would perhaps be micropayments or subscriptions to the news sites I really enjoy, but the fuck I would do that through google, who I can promise now is going to take the biggest cut forwhat exactly?

Re: Oh great

[devslash0]

Sounds like they want to turn the entire internet into youtube, with preloaded ads.

Re: Oh great

[Big Hairy Gorilla]

Like Google Sidewalk ... we want to fullfill all your dreams ... but our way. It's ideal to control all information to the chumps... we'll take it from here, don't worry about a thing .

Surveys? Really?

[devslash0]

This isn't the 90s anymore, Google.

This is not a valid answer to the problem at hand.

[devslash0]

So Google stole content from publishers and now they tell publishers to shove more advertising shite onto their websites to benefit Google even more.

Besides, if users never visit publishers' website, who exactly is going to be seeing all these new ads and gimmicks?

Used to be So Cool to be in AdSense FedEx Club

[TheWho79]

Early AdSense adopters that made enough (more than $10k a month) would get their AdSense check delivered by FedEx. Being in the club was super prestigious. I had 7 sites generating 500k uniques a month and was in club FedEx. Last month, those same sites got 2500 uniques and made about $150 off ads.