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Quigo: The next Google?
Privately held search firm Quigo is quietly winning business from Google and Yahoo!
By Paul R. La Monica, CNNMoney.com editor at large
September 18 2006: 4:24 PM EDT
NEW YORK (CNNMoney.com) -- You've heard of Google and Yahoo! But how about Quigo?
...Quigo sells a product called AdSonar to online publishers. AdSonar, like Google's AdSense and Yahoo's Content Match, combs through Web pages and serves up relevant ads based on the text on the page.
CNN.com and CNNMoney.com, for example, use Yahoo's Content Match on their sites and many other online media firms use either Content Match or AdSense. (Time Warner (Charts) owns CNN.com and CNNMoney.com.)
But a growing number of companies are beginning to favor AdSonar. In July, Cox Newspapers, which owns 17 daily newspapers, including The Atlanta Journal-Constitution and Austin American-Statesman, said it would begin using AdSonar.
And earlier this month, Quigo scored a big victory when ESPN.com announced that it would begin using AdSonar this fall. The popular sports news site had been using Yahoo's Content Match. Other sites that use AdSonar are USAToday.com, News Corp.'s (Charts) FoxNews.com and MarthaStewart.com.
How is such a small company able to compete against the Internet's two established search titans?
Banking on wariness of Google and Yahoo
Greg Sterling, principal of Sterling Market Intelligence, a research firm focusing on Internet advertising, said that Quigo is able to sell itself as a company that truly just wants to be a partner to other media firms, and not a rival.
To that end, Quigo is not trying to be an online media company competing with "old" media firms for traffic and ad dollars. Quigo isn't billing itself as a site where people can go to check e-mail, read news, look at job listings or watch videos.
"Quigo is benefiting from a perception of independence. There is general angst about the power that Google and Yahoo have and Quigo is able to sell against that. They have quietly replaced Google and Yahoo in a lot of newspapers for that reason," Sterling said...
Privately held search firm Quigo is quietly winning business from Google and Yahoo!
By Paul R. La Monica, CNNMoney.com editor at large
September 18 2006: 4:24 PM EDT
NEW YORK (CNNMoney.com) -- You've heard of Google and Yahoo! But how about Quigo?
...Quigo sells a product called AdSonar to online publishers. AdSonar, like Google's AdSense and Yahoo's Content Match, combs through Web pages and serves up relevant ads based on the text on the page.
CNN.com and CNNMoney.com, for example, use Yahoo's Content Match on their sites and many other online media firms use either Content Match or AdSense. (Time Warner (Charts) owns CNN.com and CNNMoney.com.)
But a growing number of companies are beginning to favor AdSonar. In July, Cox Newspapers, which owns 17 daily newspapers, including The Atlanta Journal-Constitution and Austin American-Statesman, said it would begin using AdSonar.
And earlier this month, Quigo scored a big victory when ESPN.com announced that it would begin using AdSonar this fall. The popular sports news site had been using Yahoo's Content Match. Other sites that use AdSonar are USAToday.com, News Corp.'s (Charts) FoxNews.com and MarthaStewart.com.
How is such a small company able to compete against the Internet's two established search titans?
Banking on wariness of Google and Yahoo
Greg Sterling, principal of Sterling Market Intelligence, a research firm focusing on Internet advertising, said that Quigo is able to sell itself as a company that truly just wants to be a partner to other media firms, and not a rival.
To that end, Quigo is not trying to be an online media company competing with "old" media firms for traffic and ad dollars. Quigo isn't billing itself as a site where people can go to check e-mail, read news, look at job listings or watch videos.
"Quigo is benefiting from a perception of independence. There is general angst about the power that Google and Yahoo have and Quigo is able to sell against that. They have quietly replaced Google and Yahoo in a lot of newspapers for that reason," Sterling said...
Link to full article - http://money.cnn.com...sion=2006091812
