Quigo Sways Google Towards More Transparent Contextual Advertising
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Written By Kate Zimmermann | February 26, 2007 | Share This
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In a feature piece on contexual ad firm Quiqo, the New York Times reports,
“Google said it was prepared to make changes to its AdSense service that mimicked Quigo’s approach, an unusual step for a company accustomed to mapping the terrain in every aspect of its business.
“In the next few months, Google’s advertiser reports will begin […]
In a feature piece on contexual ad firm Quiqo, the New York Times reports,
“Google said it was prepared to make changes to its AdSense service that mimicked Quigo’s approach, an unusual step for a company accustomed to mapping the terrain in every aspect of its business.
“In the next few months, Google’s advertiser reports will begin listing the sites where each ad runs, Ms. Malone said. She added that advertisers on the Google networks would soon be able to bid on contextual ads on particular Web sites rather than simply buying keywords that appeared across Google’s entire network.”
Google’s contextual ad program is notoriously black and white, offering advertisers little information about where their ads are showing up. Quigo, on the other hand, has made transparency its main selling point, recognizing that “the lack of transparency has kept some large advertisers from spending heavily on contextual ads.” Besides giving advertisers a clearer understanding about where their contextual ad spend is going, Google’s new system may help fix some of contextual’s minor, ahem, misplacements:
Worth the Read:
- Google to Begin Sharing URLs where AdWords Advertiser’s Ads are Being Run (JenSense)
- On-Line Advertising - Imperfect Pricing (Ridgelift)
- Google Content Will Report Publishers, Allow Separate Bidding (Search Engine Watch)
Topics: Advertising: Contextual, Google, Google: AdWords |