Quigo Puts Pressure on Google, Yahoo by Doing What Customers Want

The New York Times has a story about online ad newcomer Quigo and how the company's way of doing business is pushing Google and Yahoo to do business a different way. What might be the secret? Quigo provides services in the way customers are seeking. Advertisers, for example, can specify on which sites their ads are to run and allows the site owners to have a relationship with those advertisers.

Google and Yahoo run ads blind, putting them anywhere in their networks. As the article states, "Google and Yahoo argue that because advertisers only pay when the ads are clicked on, that more specific information is irrelevant." Sure it's irrelevant - unless you're trying to test media or to build a relationship with a supplier or vendor. It's only a shame that such a basic business principle could be so remarkable.