• by Erik Sass  @eriksass1, June 26, 2007

Time Inc. has partnered with Quigo to create a customized performance-based ad platform for its online properties, including Time.com, CNNMoney.com, People.com, EW.com (the Web site of Entertainment Weekly) InStyle.com, SI.com, and Golf.com, among others.

Time Inc. is optimistic about the prospects of the new service, forecasting over $100 million in additional ad revenues during the first three years. Time Inc. CEO and chairman Ann Moore described the move as part of an effort to take a larger share of performance-based ad dollars for Time Inc. brands.

"After a rigorous evaluation, we came to the clear conclusion that Quigo's custom platform provided the best solution for us to own our advertiser relationships and generate significant incremental revenue," Moore said in a statement.

As part of the new service, ad customers will be able to employ text-based pay-per-performance advertising targeted to specific sites, groups of sites or "run-of-network" buys. It uses performance metrics including pay-per-click auctions and cost per impression.

The move represents a democratization of Time Inc.'s online ad sales, with the establishment of a self-service interface at Time.quigo.com that allows automated ad purchase and placement. As part of the new offering, ad buyers will also be able to target specific kinds of content areas--for example, just the home page of a particular site--and then check on performance issues, including the placement and frequency of ad serving, via Quigo's "AdSonar" feature.