n the conflict between publishers that want to deliver ads to more eyeballs, and the possessors of those eyeballs who try to block them from appearing, Google is presenting itself as the gatekeeper of choice. It offers to serve as guard to a site's content, and only let in those who either allow the ads to run or who pay for their ad-free experience.
About a quarter of the US online population used ad blockers last year; and even higher percentages did so in other countries. That all adds up to an estimated loss of $42 billion globally, according to a report by OnAudience.com. With so much money at stake, it's no wonder that more and more sites now withhold their content from visitors using ad blockers, or at least make note of the use of ad blocking in the escalation of the ad blocker arms race.
For those companies that want to call in the really heavy guns, there's the possibility of getting Google on guard. In a blog post entitled “Helping publishers recover lost revenue from ad blocking,” Google announced it was expanding its Funding Choices solution, launched in beta last year.
Read more in Google On Guard Against Ad Blocking
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