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In the past, publishers had very little control over what kinds of ads were shown to their visitors. Today Google has given publishers quite a bit more control. You can specify to Google what kind of ads you want your visitors to see.
Google does a great job of finding relevant contextual ads, but you can also experiment with targeting users in peripheral markets.
For example, if you run a men's bodybuilding site, you might experiment with ads targeted at single men, as many bodybuilders are motivated by women. You may or may not get higher CPCs or CTRs; but the only way to know is to test.
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