Alternate ads allow you to utilize your ad space in the event that Google is unable to serve targeted ads to your page. By specifying an image, HTML page, or ad server of your choice, you can make sure that your advertising space is always being used effectively, either by targeted Google ads, or by your own choice of content. You can also select a solid color as your alternate ad, if you prefer not to display other advertisements or content when targeted Google ads are unavailable.

    

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