In the Google AdSense program, Alternate Ads allow you to monetize your ad space in the event that Google is unable to serve targeted ads to your page. By specifying an image or ad server of your choice, you can make sure that your advertising space is always being used effectively, either by targeted AdSense ads, or by your own choice of content. Alternate Ads, if specified, will be shown when there are no targeted ads available for your page. Thus, the ad space itself will not be branded as 'Ads by Google.'
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