Friday, September 08, 2006

Auction Ads Gain Ground

The leverage of the big ad networks in setting prices and owning relationships with advertisers is slowly crumbling. Earlier this week we had Accipter buying BidClix, and now Quigo found another customer for its auction-based ad service.

ESPN will join USA Today and the Houston Chronicle as a Quigo AdSonar customer. Quigo enables PPC advertisers to fight it out with each other for placement of contextual ads on major entertainment sites. ESPN is currently running contextual ads, but now they will have more flexibility in setting prices.

Smaller companies might benefit as they aren't forced to pay higher prices for ad placement. If they prove that their ads generate good leads than they can get higher visibility on the bigger sites.

Posted By John Gartner at 04:18 PM
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