Google has (finally) allowed publishers who use Google Adsense to filter out ads that are either not relevant to their site or a publisher would rather not see on their site. Called the “Ad Review Center,” this feature will be slowly rolling out to publishers over the next few months (note: I wonder why?).
(Inside Adsense) In an effort to provide you with more transparency and control over the ads appearing on your pages, we’ve developed the Ad Review Center. This new feature, which we’ll be rolling out to publishers over the next few months, will allow you to review ads placement-targeted to your site and ensure those ads are relevant to your site’s users.
When you first opt into the Ad Review Center, you’ll be able to see all placement-targeted ads currently targeted to your site, and a couple of days later you’ll be able to review placement-targeted ads that have previously run on your site. If you think an ad is not relevant for your users, you can prevent it from appearing again by blocking it in the Ad Review Center. We recommend you carefully consider the revenue impact of blocking an ad, since blocked ads won’t compete in the auction on your site, and advertisers whose ads you block may choose not to target your site again in the future.
This new feature will definitely benefit controversial bloggers (think politics) who probably would not enjoy seeing the opposition promoting themselves on their site. It will also help bloggers of filter out those random sex sites, which can be pretty embarrassing, especially if the blogger is writing on a family friendly site.
Google seems to be reluctant about releasing this, probably because it impacts their bottom line. Either way, publishers will probably welcome this feature, as it will help give more publishers control over what is displayed on their web properties.
Update: Changed title for clarity.