Download websites that use Funding Choices

About Funding Choices

A consent and ad-block message is not something a site adds because it wants one. Funding Choices exists because advertising revenue is worth defending, and installing it means a publisher has enough of that revenue for the defense to pay for itself.

The product comes from Google and has been available since 2017, and it does two related jobs. The first is detecting visitors who block ads and offering them a choice, typically allowing the site, paying for an ad-free version, or accepting a limited experience. The second is presenting the consent messages that European and other privacy regimes require before advertising and measurement can run. A site with no inventory to sell needs neither job, so the tag works as a filter that selects publishers rather than websites in general.

As of September 2026 the tag appears on 40,425 sites, 22,312 of them in United States, mostly on .com domains. The Cookie compliance category is unusual in that the technology is regulatory in origin, so its spread tracks law as much as commerce, and a footprint concentrated in one market says more about where the advertising money is than about where the rules bite hardest. Licensing is Proprietary and the tag belongs to a wider messaging stack, so its presence almost always implies the rest of that stack: ad serving, measurement, and a publisher whose relationship with a single vendor covers most of the revenue path.

Detection needs an unusually clear caveat here. Consent and ad-block messages are configured to fire conditionally, by visitor geography, by consent already stored, sometimes only for visitors who actually block ads. A crawl is one visitor, from one place, in one state, so any deployment that does not serve the script under those conditions stays invisible, and the country breakdown is shaped partly by where the crawl looks from. The number is a floor and the geography is a sample.

The combination still answers questions a per-domain lookup cannot. Advertising technology vendors and consent platform competitors use the list to size the publisher market and to find sites already committed to one vendor's messaging. Privacy researchers use it to measure how consent tooling is deployed in practice rather than how it is described in policy documents. Publishers use it to see which of their competitors monetize which way. The unit in every case is the population of publishers, which is exactly what a lookup on a single domain will never give you.