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[nytimes.com...]
In the last year and a half, a trickle of large media sites like ESPN.com, FoxNews.com and Cox Newspapers 17 sites have stopped using Google and Yahoo and instead signed up with Quigo.What Quigo offers is transparency and control in what can often be an opaque business: advertisers pay Yahoo and Google for contextual ad placement on a wide variety of Web pages, but get little say over where those ads run or even a list of sites where they do appear.
Quigo, by contrast, gives advertisers not only the list of specific sites where their ads have appeared but also the opportunity to buy only on specific Web sites or particular pages on those sites. It also allows media company sites like ESPN.com and FoxNews.com a chance to manage their own relationships with advertisers.
Quigo, by contrast, gives advertisers not only the list of specific sites where their ads have appeared but also the opportunity to buy only on specific Web sites or particular pages on those sites. It also allows media company sites like ESPN.com and FoxNews.com a chance to manage their own relationships with advertisers.
I don't have experience with Quigo -- but it appears as though that is one major edge that is lacking from the top players in the industry.
The best part of this is that major brands that general 'net users know of are using their system. That should be key to their growth in the market.
The question in my mind though becomes this... If Quigo's success is based on the customization features and relationship management between advertisers and publishers -- why wouldn't Google, Yahoo and others be on board to develop the same tools?
EDIT: Just caught the other thread Brett, indicating that Google is actually starting on this process... Thanks!
[edited by: Eric_Lander at 3:32 pm (utc) on Feb. 26, 2007]
[edited by: graywolf at 5:56 pm (utc) on Feb. 26, 2007]
Quigo wants publishers with U.S.-based traffic, which seems almost quaint in a medium known as the "World Wide Web."
not to mention this is from a company that was founded in israel.
Landing ESPN as a client is lot less remarkable when you learn that Quigo is backed by Steamboat Ventures which is the venture capital division of the Walt Disney Company who also coincidentally owns ESPN. Nice fact checking there NYT.
Dang... Sure does pay to read the full article. Great, great point to bring up.
This probably works against the small site operator, as you could soon only have access to the lower paying advertisers, unless you can really impress in your niche.
OTOH, just having enough savvy to know your advertisers, talk to your advertisers, and sell them (e.g., on quality over high traffic) on your website could easily put the small site operator head and shoulders above his equal-sized competitors.
It's an opportunity for little publishers who want to actually deal with advertising, and a whack in the head to those who insist that Google should just handle all that advertising stuff for them.
