Quigo Launches Content-Targeted Vertical Network

  |  June 21, 2004   |  Comments

The company says its technology, combined with a vertical focus, will ensure optimal ad placement.

Search firm Quigo Technologies is expected to launch a content-targeted text ad network today. AdSonar Exchange will focus on vertical content areas.

The company says its technology and its vertical focus allows it to target ads with greater relevance. The new network will compete most closely with Google's AdSense for content, Overture's Content Match, Kanoodle's ContextTarget and vertical player IndustryBrains. (Quigo's technology powers Overture's content-targeted advertising.)

"We knew from talking to advertisers and publishers that the current content-targeting products were missing the ad placement accuracy they both wanted, and frankly needed," said Michael Yavonditte, Quigo's CEO.

The new pay-per-click network, called AdSonar Exchange, launches with around 200 publishers in the health; beauty and fitness; travel and education content areas. The minimum cost per click in health and travel has been set at $0.25. The minimum for education is $0.20.

When advertisers sign up for AdSonar Exchange, Quigo uses its FeedPoint technology to analyze the advertiser's Web pages to come up with appropriate keywords and ad copy. Google is testing similar technology, search engine marketers say, apparently for its Jumpstart program. Such technology frees advertisers from the need to come up with keywords, typically part of the process for those using Quigo's competitors.

After analyzing advertisers' pages, Quigo's AdSonar technology then looks at publishers' pages to determine the most relevant places, within pre-determined verticals, to display the ads. Ad ranking is determined both by bid price and by relevance.

"The semantic engine sits in between education advertisers and education publishers and determines the best matches," explained Yavonditte, giving an example of how things would work in one of the content verticals.

Though Overture is already using Quigo's technology for ad placement and Google uses a similar process, Yavonditte says the addition of content categories will ensure ads are displayed in the context advertisers are seeking.

Yavonditte says Quigo has already lined up several "big name" advertisers, though he would only name Priceline.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Pamela Parker

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.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...
    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...