Google has launched Offerwall, a new tool designed to assist online publishers in generating revenue. This is going beyond traditional, traffic-dependent advertising options. It’s an initiative that comes as a direct response to concerns from the publishing industry. 

Many content creators have reported significant drops in website traffic due to Google’s AI Overviews. Google describes Offerwall as a way to offer a revenue stream to sites struggling with these changes, aiming to ensure diverse content remains available to everyone.

The Offerwall feature became officially available for free in Google Ad Manager on June 26, 2025. Its launch follows an extensive testing period spanning over a year with 1,000 publishers. While Google touts its benefits for publishers of all sizes, it particularly highlights its utility for smaller publishers. The mindset is about helping those who might lack the independent resources to establish diverse revenue streams.

Offerwall provides publishers with a flexible toolkit, offering readers various methods to access content on their sites. These options include making micropayments, completing surveys, watching short ads, or signing up for newsletters. Publishers are also given the flexibility to add their own customised options to the Offerwall. 

Google is using AI to optimise the Offerwall’s display time to site visitors, aiming to boost engagement and revenue. Although they’re maintaining that publishers retain the ability to set their display thresholds.

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Google Offerwall gives publishers flexibility

Publishers can customise the Offerwall’s appearance by including their own logo and introductory text. They can also control the choices presented to visitors. One option, which is enabled by default, allows visitors to gain access to content by watching a short ad. This ad-watching option is the only one that involves a revenue share, just like other Google Ad Manager solutions. Another feature permits visitors to select from a set of topics of interest, which is then saved for personalised ad experiences. 

For micropayments, Google is collaborating with a third-party service called Supertab, currently in beta, which facilitates small payments for temporary content access, such as for 24 hours, a few days, or a week. This Supertab integration also supports subscription sign-ups and is integrated with Google Ad Manager.

Regarding performance, Google shared that publishers utilising Offerwall during its year-plus testing phase saw an average revenue uplift of 9%. Specifically, publishers reported an average revenue lift of 9% after 1 million messages on AdSense for viewing rewarded ads. Google Ad Manager customers experienced a lift ranging from 5% to 15% when using Offerwall.

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Publishers can monitor the effectiveness of Offerwall through Google Ads Manager reports. From there, key metrics such as estimated Offerwall revenue, the number of Offerwall messages shown, successful engagements, and post-Offerwall page views can be evaluated.