ESPN is switching this fall from Yahoo's sponsored link service to pay-per-performance ad firm Quigo's - part of an exclusive multiyear agreement with the sponsored link network.
Quigo text ads will be featured across ESPN.com, ranked the top sports site for the week ended August 24 by Hitwise, writes ClickZ. Advertisers can bid on text links by site, site section, keyword or topic through Quigo, or buy the pay-per-click ads directly from ESPN via a branded version of Quigo's AdSonar platform.
"We've had a lot of people say they'd like to target us directly, and not be part of a huge sports buy or a huge men's buy," Tim Dolman, VP strategy and business development at ESPN New Media, is quoted as saying. ESPN.com attracts an average of more than 17 million fans each month.
The ESPN deal doubles the size of Quigo's AdSonar network, according to chief revenue officer, Henry Vogel. He said the network serves some four billion impressions per month and expects that to reach 10 billion by the beginning of next year.
Quigo focuses on branded publisher sites such as ABC News, Golf Digest, FoxNews, USAToday, TheKnot and local and regional newspaper sites published by Cox Newspapers, McClatchy and others.