To help publishers recover lost revenue from ad blocking, Google is expanding the Funding Choices program to to 31 additional countries.

Announced last year and still in beta, Funding Choices shows messages to visitors of a website that use adblockers, giving them the option to either allow ads on websites, or "whitelist" those sites. Online users can choose to purchase an ad removal pass through Google Contributor.

The Contributor pass works with a users' Google account to remove ads from participating sites. You fitst have to load your pass with $5. Each time you visit a page without ads, a per-page fee is deducted from your pass to pay the creators of the website, after a small portion is kept by Google to cover the cost of running the service. The price per page is set by the creator of the site.

Google says that in the last month over 4.5 million visitors who were asked to allow ads said yes, creating over 90 million additional paying page views for those sites.

Funding Choice gives publishers a way to have a conversation with their site visitors through custom messages they can use to express how ad blocking impacts their business and content. When a visitor arrives at a site using an ad blocker, Funding Choices allows the site to display one of three message types to that user:

A dismissible message that counts and limits the number of page views that person is allowed per month, as determined by the site owner, before the content is blocked.

Or, a message that blocks access to content until the visitor chooses to allow ads on the site, or to pay to access the content with either the site's proprietary subscription service or a pass that removes all ads on that site through Google Contributor.

On average, publishers using Funding Choices are seeing 16 percent of visitors allow ads on their sites with some seeing rates as high as 37 percent, Google claims.

"Ad blockers designed to remove all ads from all sites are making it difficult for publishers with good ad experiences to maintain sustainable businesses. Our goal for Funding Choices is to help publishers get paid for their work by reducing the impact of ad blocking on them, and we look forward to continuing to expand the product availability," said Varun Chirravuri Product Manager, Google.