A trickle of large media sites like ESPN.com and FoxNews.com have stopped using Google and Yahoo to provide contextual ad placement on their pages in favor of Quigo Technologies. The New York-based
company gives advertisers the list of specific sites where their ads have appeared, plus the opportunity to buy only on specific Web sites or particular pages on those sites.
A
central point in Quigo's pitch to publishers is that it will let them keep control of their relationships with advertisers.
Although Quigo remains a small competitor -- with less than
10% of the contextual ad business --its growing success has apparently persuaded Google to change the way it sells the sponsored link ads.
In the next few months, Google's advertiser
reports will begin listing the sites where each ad runs, says Kim Malone, director of online sales and operations for Google AdSense. Plus, advertisers will soon be able to bid on contextual ads on
particular Web sites, rather than simply buying keywords that appeared across Google's entire network.
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