ESPN Trades Yahoo For Quigo Contextual Search

ESPN is parting ways with Yahoo this fall when it comes to contextual advertising, opting instead for a more customized ad auction approach from Quigo, which will produce a private-label version of its AdSonar platform. ESPN will use the platform exclusively for auction-based, pay-per-click advertising with contextual links. Targeting will be possible by keyword, specific pages, topics. More details in the release.
— Quigo chief revenue officer Henry Vogel told AdAge the deal will double his network’s ad impressions to 8 billion from 4 billion.
ClickZ: ESPN may also be changing its web search, currently with Google.

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