Google is expanding its tool for publishers to combat ad blocking.
"Funding Choices comes at a cost; publishers have to meet the Coalition for Better Ads’ Better Ads standards, which Google’s Chrome ad filter enforces and which some consider another way Google is dictating the rules of the web. Publishers also have to share the revenue with Google if they get readers to pay. Finally, few publishers are able to get people to pay for online access in the first place."
It should be noted that Google has (at least previously) paid two of the most popular ad blockers to have Google's ads whitelisted; effectively Google's revenue helps fund the development of ad blockers. Google then develops a tool for publishers to deal with adblocking...taking 10% (of monetised viewing) to do so.
While Google may be virtue signalling an intent to solve the ad blocking issue, it fully intends on capitalising on the revenue opportunity it represents.
This move (combined with their News Initiative to monetise new subs and GDPR requests to be 'controller') is aimed at making Google the gatekeeper to the content consumption experience for a large portion of the population.
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