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Tackling Ad Blocking: Google’s Funding Choices Rolls Out

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Apr. 19 2018, Published 11:03 a.m. ET

Funding Choices expands to 31 additional countries

Funding Choices, the publisher tool that Alphabet’s (GOOGL) Google launched last year as part of its initiative to tackle the threat of ad blocking, is rolling out to more countries. According to Google, Funding Choices is expanding to 31 additional countries starting in the third week of April 2018.

Funding Choices launched in June 2017 with initial availability in North America, Britain, Germany, Australia, and New Zealand. Funding Choices is a tool that enables online publishers to have conversations with their site visitors about the consequences of deploying ad blockers, the pieces of software that people use to block ads from displaying on the sites they visit.

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16% of visitors drop ad blockers after seeing Funding Choices messages

Through Funding Choices, publishers can create custom messages to persuade their site visitors to consider dropping ad blockers because their use denies them revenue. On average, publishers using Funding Choices are seeing 16% of their visitors drop ad blockers. Google says publishers drove 90 million additional page views in March 2018 alone by persuading 4.5 million site visitors to drop ad blockers. Therefore, Google is keen to provide the benefits of Funding Choices to more publishers around the world.

Ad blocking denies publishers revenue

Funding Choices is a separate initiative from Google’s Chrome-based ad blocker, which is also designed to discourage the blanket deployment of ad blockers. The Chrome ad blocker started rolling out in February this year, and it seeks to get publishers to deliver a better ad experience to their site visitors because it’s bad ad experience that causes people to install ad blockers that in the end deny publishers—and even Google itself—revenue.

Advertising contributed 84.2% of Alphabet’s overall revenue in 4Q17. Facebook (FB), Twitter (TWTR), Snap (SNAP), and Yelp (YELP) also rely on advertising for over 80% of their revenues.

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