The new program, dubbed "AdSonar Exchange" went live this morning with over 150 content partners in a limited number of introductory categories. Advertisers were able to place ads targeted to the "education," "travel," "health" and "beauty and fitness" verticals with costs starting in the $0.20-$0.25 per click range.
"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," stated Michael Yavonditte, CEO of Quigo in a company issued press release. "AdSonar Exchange's classification of Web sites by content topic is the first step to ensure that an ad will be shown in front of the right person on the right page — and something advertisers can't get from the other solutions out there."
Unlike Google's AdSense program, which targets ads based on scanning the text of a Web page, AdSonar Exchange is setup with a variety of vertical categories, and a selection of topics within those categories. The idea is to give advertisers more control over where their ads are displayed and to give content partners the assurance that ads will not appear unless they are highly relevant. for instance, a travel site will only receive ads from a pool of pre-approved travel advertisers.
Yavonditte further explained, "AdSonar Exchange is the solution to the current search relevancy problem. With AdSonar Exchange, advertisers are comfortable knowing their ad listings will only show up on the types of sites and topics they selected. Publishers are happy knowing that only ads specifically relevant to the content of their Web page will be displayed—not off-topic or house ads which generate lower clicks and lower revenues."
Quigo offers more detailed information for potential advertisers and content partners on its Web site. http://www.quigo.com/adsonarexchange.htm
June 21, 2004
Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jenniferâ€™s clients have included companies like Verizon, American Greetings and Highlights for Children.
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