Raise your hand if you hate online ads. Us too. And that’s what Google was counting on when it created Google Contributor, an ad-blocking subscription service, recently launched in beta. Invitations to try the service are arriving in email inboxes this week, giving consumers the opportunity to see fewer ads – for a price.Here’s how it works. The subscriber chooses a monthly payment amount to be paid via Google Wallet. The reduction in ads a subscriber sees will be based on how much they contribute. Subscribers can choose which sites they will contribute to, and thus, reduce ads they see on that site. Why is the new service called Contributor rather than Ad-Blocker? Because Google is trying to sell the idea that consumers are contributing to and supporting the sites they most want to visit.Here are the pricing and ad reduction options, according to Media Post.

 The catch? It only works on ads viewed on their Web browser in their Google account.Google offers a simple, two-page dashboard which shows your contribution amount, the number of ads removed and the sites that received contributions. Subscribers can access an advanced menu which replaces the ads with different options. The Google Contributor Welcome page shows Mashable, the Onion, Imgur, ScienceDaily, wikiHow and Urban Dictionary have agreed to participate, but Media Post reports that millions of sites have joined. What do those sites get in return? A percentage of the subscription money, but Google isn’t saying how much.Insider Take:On the welcome page, Google paints a nice picture of how easy it is to support the sites consumers visit most. For just a few dollars a month, we can contribute money and everyone is happy. Google gets money, publishers get money, and consumers get rid of those annoying ads. We get the opportunity to “support the people who make the web.”

       In theory, it sounds like a lovely concept where everybody wins, but we’re skeptical. On the one hand, we like that Google is willing to experiment with the subscription revenue model and to share that revenue with publishers. On the other, we wonder how consumers will respond. Are they going to be willing to pay to reduce the number of ads they see which is being pitched to them as “supporting” their favorite sites?For big publishers like the Onion and Mashable, neither reduced ad revenue nor a split of Google Contributor revenue is likely to make or break them, but how will this impact smaller publishers and B2B media sites? Will this negatively impact their bottom line? Do they trust Google to engage in a mutually beneficial relationship, and if not, what are their options?The key will be how consumers respond. If they don’t, Google Contributor won’t be around long. However, if consumers are willing to pay to see fewer ads, it will be interesting to see how the subscription service morphs to meet the needs of the publishers willing to take a chance on Google.