Yahoo Loses ESPN Ad Contract
Yahoo is no longer serving contextual text link ads on ESPN’s website, losing the publisher to rival Quigo, who scored a multi-year agreement.
ESPN is such a big customer that it effectively doubles Quigo’s ad inventory. Quigo will enable customers to buy ads directly from ESPN.com, and target their bids by site, section, keyword or topic. It must be assumed that ESPN was dissatisfied with Yahoo’s offering, either due to notoriously below-average contextual targeting, low payouts, or some unknown factor.
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