An upstart in the contextual ad sector, Quigo is beginning to land some major clients and is stealing others from giants Google and Yahoo.Quigo is an increasingly popular alternative for contextual advertisers, because the company offers more control over offerings than rivals Google and Yahoo, the New York Times reports. Quigo gives advertisers the ability to purchase ads on specific sites as well as select pages on those sites. This approach is a welcome contrast for many advertisers as Google and Yahoo want to sell similar ads only on networks of sites.

Quigo's methods are already winning major clients over, as last fall ESPN.com moved its contextual ad buy to the company and away from Yahoo. Quigo's success hasn't been lost on rival Google either, which is re-examining its selling structure to possible switch to a more site-specific model similar to what Quigo offers.