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Time Inks With Quigo

By - June 25, 2007

Quigo-1

For competitive or perhaps even lizard-brain-driven reasons, I think traditional publishers continue to look for viable alternatives to giving their business to Google. Latest example is this deal between Time Inc. and Quigo. The angle here is this, from the Quigo blog:

Unlike the blind ad networks used previously on many of these sites, Time Inc will be able to sell directly to its advertisers text-based, pay-for-performance ads on an individual property, or across a collection of sites. Accordingly, marketers will finally be able to buy ads with full transparency and control on Time Inc properties. As a marketer, this gives you full confidence that you’re reaching the high-quality, highly-targeted audience of specific Time Inc properties, and are not wasting ad dollars on questionable sites that are a big part of a blind ad network

Well….AdSense is no longer a blind network, it has site specific ads, and advertisers can check the performance of their ads on a per site basis and optimize. I’m pretty sure Time Inc. could have cut a pretty sweet deal with Google had it wanted to. I sense more is going on here.

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  • Davieboy

    Why not just buy them outright and get AOL in the syndication game?

  • David Preciado

    It seems like Time is buying Quigo private-label version of AdSonar. This will give Time, Inc. the ability to have a direct relationship with their advertisers. I agree that Time, Inc. could have created a sweet deal with Google. However, if they lose direct contact with their customer they lose direct control over the customer/client relationship. Time also lose information that it could gather from advertising clients. It seems like a good call.

  • David Preciado

    It seems like Time is buying Quigo private-label version of AdSonar. This will give Time, Inc. the ability to have a direct relationship with their advertisers. I agree that Time, Inc. could have created a sweet deal with Google. However, if they lose direct contact with their customer they lose direct control over the customer/client relationship. Time also lose information that it could gather from advertising clients. It seems like a good call. – David Lee Preciado

  • David Preciado

    It seems like Time is buying Quigo private-label version of AdSonar. This will give Time, Inc. the ability to have a direct relationship with their advertisers. I agree that Time, Inc. could have created a sweet deal with Google. However, if they lose direct contact with their customer they lose direct control over the customer/client relationship. Time also lose information that it could gather from advertising clients. It seems like a good call. – David Lee Preciado

  • David Preciado

    It seems like Time is buying Quigo private-label version of AdSonar. This will give Time, Inc. the ability to have a direct relationship with their advertisers. I agree that Time, Inc. could have created a sweet deal with Google. However, if they lose direct contact with their customer they lose direct control over the customer/client relationship. Time also lose information that it could gather from advertising clients. It seems like a good call. – David Lee Preciado

  • Yaron Galai

    Thanks for the post John. Not sure what the “lizard-brain-driven” piece meant, but I hope it’s a compliment… ;-)

    David – you are 100% correct on this. For the media co’s, the long term question should really be: Are we taking a leadership position and owning our own advertiser relationships and building our own shareholder value, or do we want to become another node in Google’s big black box (aka AdSense) and basically help them build all the long term advertising assets.
    Time Inc is proving it has the foresight to take the leadership position and not become another anonymous channel for distribution of Google ads.

  • http://www.quigo.com Yaron Galai

    Thanks for the post John. Not sure what the “lizard-brain-driven” piece meant, but I hope it’s a compliment… ;-)

    David – you are 100% correct on this. For the media co’s, the long term question should really be: Are we taking a leadership position and owning our own advertiser relationships and building our own shareholder value, or do we want to become another node in Google’s big black box (aka AdSense) and basically help them build all the long term advertising assets.
    Time Inc is proving it has the foresight to take the leadership position and not become another anonymous channel for distribution of Google ads.

  • http://www.quigo.com Yaron Galai

    Thanks for the post John. Not sure what the “lizard-brain-driven” piece meant, but I hope it’s a compliment… ;-)

    David – you are 100% correct on this. For the media co’s, the long term question should really be: Are we taking a leadership position and owning our own advertiser relationships and building our own shareholder value, or do we want to become another node in Google’s big black box (aka AdSense) and basically help them build all the long term advertising assets.
    Time Inc is proving it has the foresight to take the leadership position and not become another anonymous channel for distribution of Google ads.

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  • MS

    This is a major coup for Quigo. What ever happened to the Google investment in Time Warner? How BIG is Quigo these days that they can absorb such a massive partnership, John?

  • paulh

    What does this mean for Yahoo? It seems as though they are losing top-tier publishers left and right- I wonder if they would consider making a plat for Quigo down the road?

  • paulh

    What does this mean for Yahoo? It seems as though they are losing top-tier publishers left and right- I wonder if they would consider making a play for Quigo down the road?

  • paulh

    What does this mean for Yahoo? It seems as though they are losing top-tier publishers left and right- I wonder if they would consider making a play for Quigo down the road?

  • paulh

    What does this mean for Yahoo? Do they even want to be in the contextual business anymore? It seems to me that Quigo would be a logical dance parnter for Y!