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According to SimilarWeb (reliable numbers? I'm not sure) ZH is ranked #300 in News & Media as has "Total Visits" of 36 million, compared to for example Bloomber

• lightgreen 6y ago
  If Google created a separate list for questionable websites and allowed advertisers to opt-in that list, my back of the envelope calculations are: * all these websites account for at most 1% of Google Ads network reach by the number of page views * since these websites are to be opt-in, the advertisers' competition will be much lower, probably 1/10 of the usual click price * since the number of advertisers will be low, and only marginal advertisers would opt-in the marginal website list, the relevance of ads (and thus the probability of a click) will be also much much lower, probably 1/10 of the usual click rate So by banning all marginal websites Google loses only 0.01% of revenue from ads network. If my back of the envelope calculations is at least order of magnitude correct, this does look like a very little price to pay for relief from a headache associated with working with questionable websites.