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I posted a story about Roy Moore and they cut my earnings by 78% but my visitors were double the month before. 

Here is their explanation:

Amy (Automattic)

Nov 18, 18:00 UTC

Hi there,

I took a closer look at the reporting for your site, and I’m afraid it is correct.

A sizable number of the ad impressions that were shown were on content that the advertisers were seeing as non-family-friendly, for which they don’t bid high (or at all).

Looking at some of your recent posts, I do see that you’ve been covering some of the sexual allegations that have been in the news as of late.

While nothing about those posts makes them “bad” content, advertisers generally don’t consider them to be family-friendly, which would explain the drop in ad revenue.

I hope that helps to clarify things. If you have any more questions, please let us know.


Happiness Engineer @ WordPress.com | Automattic

I received this from Herman today at WordPress and I am pleased with his explanation :

Herman (Automattic)

Dec 3, 06:20 UTC

Hello Alain,

I have deleted the”offending”post.

That should actually have a positive effect, yes.

If I may, I’d like to explain in a bit more detail how this works.

Advertisers use automated algorithms to scan posts on your site for key words, and then those algorithms decide on what content to bid on for ad space, and how much to bid.

If you search Google for “Roy Moore Child Abuse.’ There won’t be any ads in the search results. Google is our biggest ads buyer and its advertisers don’t want to buy this context. The actual subject of the post doesn’t matter. If it were a human making the decision after reading your post in context your content might very well have been deemed acceptable, but it’s a computer program making the decision, not a person.

We also want to reassure you that we fully support freedom of speech on WordPress.com, and will never remove your content or prevent people from reading it because it’s disagreeable or offensive.

But at the same time we cannot force advertisers to buy ad space on content they don’t want to.

Please let me know if you have any more questions about this.

Happiness Engineer | WordPress.com