Ad blocking is like a shrill dagger through the hearts of most publishers. Many users penalize all content efforts – including the sites they like – because of some annoying ads and Google has tried to change that. The company is now expanding its anti-adblocker solution to more locations in Europe.

Announced last year, Funding Choices is a Google-designed product for publishers that can be used to persuade users to whitelist websites — that is, allow ads on them — or pay for an ad-free experience after a certain number of visits. The feature was initially introduced in the US and some hand-picked regions in Europe and as of today has been expanded to Canada and 30 other countries in Europe. As part of the new initiative, Google is also letting publishers test their own subscription models.

Google also has a financial interest in the initiative. In addition to increasing the visibility of ads — mostly served by Google's AdSense service — the tech giant takes a 10 percent cut when publishers acquire paid readers. This is also because the payments are made through a proprietary program called Google Contributor.

The initiative has received support from over 100 well-known publishers including Business Insider UK and Popular Mechanics. According to data from Google, most publishers experience 25-30 percent visits from people using ad blockers. Of this piece, 16 percent of users on average have chosen to pay for access, while some publishers report conversion as high as 37 percent.