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To Block Vonage, or not to block.

2:42 am on Nov 18, 2005 (gmt 0)

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I'm having some great numbers with Y and am very happy with the exception of targeting.

I don't really want to mess with it too much, but I was considering blocking Vonage. I'm getting some excellent EPC right now and am a bit hesitant, but it has nothing to do with my site.

What are you guys doing about Vonage and some of the other default advertisers?

3:45 am on Nov 18, 2005 (gmt 0)

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I ended up blocking Vongage at the suggestion of a YPN rep that called me last Friday.

You've got to hand it to YPN on the customer service. I got a pretty detailed phone call from them asking about my suggestions for the service and going over my specific site to give me suggestions to earn more money.

One of their suggestions was to block vonage (and those type ads) if I wanted to help bring up more targeted ads.

11:16 pm on Nov 18, 2005 (gmt 0)

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Rodney, are you saying we can infact block RON ads now? It was not possible before.
8:20 am on Nov 23, 2005 (gmt 0)

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They can certainly be blocked. vonage being one (of about 15) we blocked.
4:37 am on Nov 25, 2005 (gmt 0)

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Wow! Block vonage to bring up more targetted ads? That doesn't seem right to me. Publishers shouldn't have to block Run of Network Ads to allow more relevant ads to be displayed.

Luckily for me, I haven't seen Vonage too much in my ads. I am keeping them unblocked for now.

6:46 pm on Nov 25, 2005 (gmt 0)

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The issue is, the system will show run-of-network ads if it thinks that the semantically relevant for your site are worse.

The problem is, our objective function is not necessarily your objective function. You might, for good reason, find RON ads absolutely repugnant for your site.

We're working on additional ways that publishers can specify their preferences to us, but for now, the main tool you have at your disposal is the ad blocking feature.

I advise paying careful attention to your metrics should you choose to block RON ads, in order to understand the impact.