Google launches Offerwall to counter traffic drop

Google has launched a new tool called Offerwall, designed to help publishers offset the sharp decline in traffic caused by the rise of AI-powered search. Announced on 26 June, the tool offers alternative ways for users to access content, including micro payments, ad viewing and survey participation, with the aim of generating revenue beyond the traditional, traffic-dependent advertising model.
Available for free through Google Ad Manager after a year-long trial with 1,000 publishers, Offerwall uses AI to determine the best time to present these options to visitors. Publishers can also add custom actions such as newsletter signups. They retain full control over how and when the feature appears.
The launch comes amid growing alarm across the publishing industry about how generative AI is eroding referral traffic. Google’s own AI-powered search summaries have contributed to major drops in traffic, in some cases by a third or more. Third-party analysis shows that AI-driven search engines like OpenAI and Perplexity send up to 96% less traffic to news and blog sites than traditional search, putting ad-based business models under serious strain.
Some publishers have responded with legal threats. The US-based educational firm Chegg is suing Google, alleging the company is profiting from summarised content without proper compensation. Google disputes the claim, saying AI overviews help users and still direct traffic. But recent search algorithm changes have worsened the problem.
Google hopes Offerwall will offer some relief. One beta feature developed with third-party partner Supertab allows users to pay small amounts for short-term access, such as 24 hours or a week. Another option lets users unlock content by watching a short ad, the only model involving revenue-sharing with Google, aligning with its existing ad business.
Micro payments in journalism have a poor track record. Readers have typically been reluctant to pay per article, and past attempts to build micro payment platforms have struggled to scale. Post, a social network backed by prominent investors, recently shut down despite offering a similar model.
Still, Google says Offerwall has delivered early success. Sakal Media Group in India reported a 20% revenue increase and two million more impressions in three months. Across the board, Offerwall trial partners saw average revenue growth of 9%, with Google Ad Manager customers seeing increases between 5% and 15%.
Performance data is tracked directly through Google Ad Manager, allowing publishers to monitor engagement, revenue and follow-on page views.
But the wider threat remains. As more content is summarised or answered by AI directly in search, fewer users are clicking through to original articles. That undermines not just ad revenue but also subscriptions — and challenges the sustainability of journalism more broadly.

Source: Noah Wire Services

Noah Fact Check Pro

The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.

Freshness check

Score:
9

Notes:
The narrative is fresh, with the earliest known publication date being June 26, 2025. The report originates from TechCrunch, a reputable source, and is not recycled content. The launch of Offerwall is a recent development, and no earlier versions with differing figures or dates were found. The article includes updated data and quotes, justifying a high freshness score.

Quotes check

Score:
10

Notes:
The direct quotes in the narrative are unique to this report, with no identical matches found in earlier material. This suggests the content is original or exclusive.

Source reliability

Score:
10

Notes:
The narrative originates from TechCrunch, a reputable organisation known for its technology reporting. This adds credibility to the information presented.

Plausability check

Score:
9

Notes:
The claims about Google’s AI search features impacting publisher traffic are consistent with other reports, such as those from The Media Leader and The Times of Israel. The introduction of Offerwall aligns with Google’s efforts to address these challenges. The language and tone are appropriate for the topic and region, and the structure is focused on the main claim without excessive or off-topic detail.

Overall assessment

Verdict (FAIL, OPEN, PASS): PASS

Confidence (LOW, MEDIUM, HIGH): HIGH

Summary:
The narrative is fresh, original, and originates from a reputable source. The claims made are plausible and supported by other reports. No significant credibility risks were identified.