Quigo challenges Google and Yahoo in contextual search market

Posted on February 27, 2007
Filed Under Advertising, Future, Good Things, Newspapers, Search, Traffic |

Quigo LogoThe International Herald Tribune reports on how Quigo Technologies is challenging Google and Yahoo in the contextual advertising space as they claim to give publishers more control and provide greater transparency. 

This and the ability to target specific sites is good but the big benefit as far as I can see is that Quigo allows publishers to manage the relationship with the advertiser - it means that they are not handing existing relationships from their own sales teams to Google or Yahoo.  

“Google, Yahoo and most other blind networks sit in the middle and own the advertiser relationships,” said Henry Vogel, the chief revenue officer of Quigo, which was founded in Israel in 2001. “By outsourcing their performance marketing programs to them, publishers get a check but little else. They don’t really build any longer-lasting strategic assets.”

I spoke to Quigo last year after they had signed up ESPN but at the time they were not ready to operate in Europe.

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