Push is coming to shove when it comes to monetizing content publishers offer on the internet. No publisher can last long unless there is remuneration for its work. Today, the omnipresence of ad blockers remains a critical concern.

But the folks at Google want to help publishers break through — not by changing the model, but by changing the ads and the outreach.

According to Sridhar Ramaswamy, the senior VP of Ads and Commerce at Google, the vast majority of online content creators fund their work with advertising, but issues remain.

The problem?

“The reality is, it’s far too common that people encounter annoying, intrusive ads on the web — like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page,” Ramaswamy explained. “These frustrating experiences can lead some people to block all ads–taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.”

Google joined the Coalition for Better Ads, an industry group dedicated to improving online ads and is advancing new tools to help marketers and is providing screenshots and videos of annoying ad experiences the company has identified so publishers can find and fix the issues.

Google has also launched Funding Choices, currently in beta, which allows publishers to show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site, or pay for a pass that removes all ads on that site through the new Google Contributor (available to publishers in North America, U.K., Germany, Australia, and New Zealand and will be rolling out soon in other countries).

“We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising,” said Ramaswamy.

For additional details, check out the full post here.