• by Laurie Sullivan  @lauriesullivan, 5 hours ago

Google’s publishing partners have a more ways to monetize content beyond traditional ads using Google Ad Manager.

Offerwall, a monetization tool for publishers in Google Ad Manager, rolled out Thursday in general availability to help publishers generate revenue while providing audiences with choices to access content. The product has been in beta until now.

About 1,000 publishers provided insight and feedback to help Google develop the service, which now allows audiences to choose how they engage in a variety of ways. For example, they can watch a short ad, complete a quick survey, or make small payments.

This approach helps publishers grow their business as well as audiences. 

Publishers that have implemented Offerwall shared seeing an average revenue uplift of 9% through some of the features such as Seamless Payment Integration.

When a user completes a chosen task, publishers and developers earn revenue.

Offerwall offers a beta integration with Supertab, a third-party payment platform that allows publishers to offer various payment and subscription models, from single-visit micropayments to ongoing subscriptions.

Optimize is a new feature that rolls out today. Driven by AI — data and analysis — Optimize presents Offerwall to each visitor at the best moment to increase engagement and revenue.

Soon expanding to more publishers, Answer Survey allows audiences to access content by completing a survey, which can also provide audience insights for publishers.

Custom Choice enables publishers to add their own unique choices, such as newsletter sign-ups or subscriptions.

Rewarded Ads lets audiences view an ad — video or display — in exchange for access to content.

Google believes some of the key features include the ability for users to remain in control.

Publishers can customize what users see on websites and in apps. It’s compatible with existing consent management platforms, subscriptions and paywalls.