Quigo Technologies is expected Monday to debut Private Marketplace, a private-label version of its AdSonar system, which will allow advertisers to buy contextually targeted text ads on individual sites. USATODAY.com and The Knot signed up to use the pay-per-click (PPC) auction-based product, which targets ads based on page content.
"Now the publishers get to control pricing, the types of advertising that go on the site, and those that don't," said Quigo CEO Mike Yavonditte, adding that it also gives advertisers the flexibility to advertise only on the sites they choose. Contextual networks such as those from Google, Overture, and Kanoodle distribute ads throughout their partner sites without allowing advertisers to designate individual sites.
Travel site iExplore, along with DenverPost.com and RockyMountianNews.com have also signed on to use Private Marketplace. Quigo shares revenues generated with the product with its publisher partners. The revenue split differs, based on whether Quigo or the partner brings in the advertiser.
On The Knot, the companies set a $0.50 minimum bid price, but Yavonditte says the average price has risen considerably since the product was soft-launched two months ago.
"The average bid price seems to be around $0.70 a click, which is obviously a healthy number. The marketplace will dictate where prices will go," he said.
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Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
March 19, 2014