College-gossip Web site finds new advertising, plans expansion

The gossip Web site has found a new advertising platform after its previous ad provider ended its agreement because of the site’s content, the site’s founder said Wednesday.

Matt Ivester, JuicyCampus’ founder, said his Web site adopted AdBrite soon after Google pulled out of an agreement with JuicyCampus.

AdBrite uses a scheme that allows publishers to review ads before they appear and set a price for ad space, the company’s Web site said.

Ivester said Google pulled its Ads By Google frame Feb. 22, citing a violation of terms of use.

“We knew this was coming,” Ivester said. “Our option with Google was either to censor our content or not display their ads.”

Ivester said he was told in an e-mail about the violation.

“They simply state that the ‘AdSense policy doesn’t currently accept sites that [allow content that] advocate[s] against any individual, group or organization,'” Ivester said.

Ivester said he isn’t pleased with Google’s broad terms of use.

“Even a post on JuicyCampus claiming that Professor X is mean and an unfair grader could be interpreted to violate this term,” Ivester said.

Ivester said AdBrite knows what’s on JuicyCampus.

“They’re completely aware of the content,” Ivester said. “We don’t foresee any future issues.”

Google would not return e-mails or phone calls seeking comment. AdBrite couldn’t be reached for comment about its relations with JuicyCampus either.

Ivester said while his Web site is controversial, it’s completely within the parameters of the law.

“There are a lot of people who think they can sue for things that they can’t,” Ivester said. “We haven’t had any lawsuits filed against us.”

Attorney Chuck Rowland said he agrees, and that it would be hard to hold users or the founder accountable for anonymous offensive posts.

“You have to be able to identify who wrote it and prove that the accusations are false,” Rowland said.

SGA President Thomas Pressly said AdBrite’s relations with JuicyCampus won’t deter SGA’s plan to mail advertisers and urge them to pull ads.

“I feel like the advertisers are not aware of the content,” Pressly said.

Ivester said despite the resistance to his Web site, JuicyCampus plans to expand to 25 more campuses soon.

“We’ve been getting about 500 requests a day for the past week,” Ivester said.

He said choosing the schools JuicyCampus expands to is “a combination of campus requests and our discretion.”