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Google officials have been known to say: “we believe that contextual ad matching is best done at the page level, not the site level.” Of course, believing it doesn’t always make it true.

I am sure this popular download site would soon grow weary trying to generate all the “negative site out” entries in their Adsense account so that they wouldn’t have racy dating ads showing to folks who just want to pick up the latest version of Opera.

A problem which hopefully will be solved when relevant high-tech advertisers come along and start bidding to specifically appear on a run-of-site basis throughout the www.tucows.com site, as made possible through Google’s new CPM-based, enhanced-control version of content targeting.


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Andrew Goodman is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients’ paid search marketing campaigns.

In 1999 Andrew co-founded Traffick.com, an acclaimed “guide to portals” which foresaw the rise of trends such as paid search and semantic analysis.

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