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 Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

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

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...