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Google is prepared to offer advertisers more information about the sites where their PPC ads appear.
Buried on the second page of this New York Times article about contextual ad firm Quigo is the news that Google will begin reporting on which sites each advertisement runs. Advertisers in the Google networks will soon be able to bid on contextual ads on specific Web sites, rather than just by keyword.
Quigo, meanwhile, has apparently captured 10 percent of the contextual ad market by focusing on the problem of atrocious ad adjacencies — what happens when advertisements appear next to content that the advertising company does not want associated with its brand.
The Times article mentions several brands which have left Google for Quigo, including Forbes.com, Cox newspapers and McClatchy pubs.