International Data Group (IDG) has tapped the private-label technology of Quigo’s AdSonar platform to launch TechWords, the first keyword-targeted, auction-based pay-per-click ad marketplace in an IT-oriented vertical network. The ads will appear in search results and as sidebar contextual ads in IDG’s six enterprise category sites: cio.com, computerworld.com, csoonline.com, infoworld.com, javaworld.com, and networkworld.com.
While they will continue to serve text ads for Google on their MacWorld site and for Yahoo on PC World, IDG found they could use Quigo to fill a void in the delivering of relevant search results to a vertical market.
“It’s not just limited to the smaller advertisers, but certainly Techwords is very appealing for them because they can manage more limited budgets,” Colin Crawford, SVP Online, IDG Communications, tells ADOTAS. “Very exactly they can set how much they want to spend—how much money they have on the monthly budget. They can look at the performance, they can buy particular keywords and see how they perform, and they can change on a longer basis.”
IDG expects a bulk of the TechWords ads to sell to smaller advertisers, through the self-service interface on their sites.