Fed up with annoying ads? The cure to prevent boring advertising showing up on webpages could become an expensive habit.

More and more people are using ad blockers to restrict any kind of unwanted content showing up on webpages. A new tool, provided by Google, will enable publishers charging website visitors using ad blockers. In some countries it will become a matter of “pay or go away”

In The Netherlands publisher De Telegraaf is begging readers on their knees not to use ad blockers since, as they said, it prevents the company from raising needed funds to go on with their mission.

Ad blockers are an increasing headache for Google as well. For the search engine giant, the very fundamental income from ads is -particularly in Europe- hard hit from the wide spread use of ad blockers.

But Google ads is facing some other problems probably reaching much further than ad blockers only.

The main anger is that ads often show up too late. I experienced several times issues with ads displayed about products I already ordered weeks before.

Therefore, I believe Google ads is working only for consumers not made a purchase decision yet. Be aware that most website visitors are living in the fast lane and rarely wait days or even weeks to make a purchase decision.

This practice makes advertising on webpages in many cases something too little too late.

Another burden is auto playing video’s. But in some browsers like Firefox you don’t need an ad blocker for switching of these often terrible video’s. Just type about:config and you can choose from a bunch of additional browser settings. Disable auto play and life is much less annoying.

To put an end on the slumping ad revenues Google will now enable publishers to charge web visitors that are using ad blockers in the US, UK, Germany Australia, and New Zealand.

Publishers can download a new Google “add on” named “Funding choices”. This tool will force website visitors to switch off the ad blocker or just pay for the content. Visitors not making a choice are prevented from viewing the content any further and advised to leave.

Revenues of payments generated by this new Funding choices tool are partly shared between the publishers and Google (10%).

Google is further announcing to introduce its own ad blocker in 2018. It will be implemented in the next version of Chrome. The Google based ad blocker is pinpointed to remove “unacceptable ads” that are considered as harmful for “genuine” advertisers with less disturbing ads.