A number of companies have been vying to help publishers run their own PPC auctions. MyGeek and Quigo have been a couple leaders in this area. This was largely pioneered by Sprinks content match, which operated on a "channel" basis allowing advertisers to place ads, mostly on About.com. (We can't call that one "wholesale," since Sprinks was owned outright by About.)
Some of these players have eschewed keyword bidding entirely, helping publishers sell ads to advertisers who simply want their targeted ads to show up in certain channels.
In Canada, Bell Virtual Marketplace is promoting a PPC program for advertisers wanting to appear on channels at the portal sympatico.MSN.ca. After signing up for an account, I discovered the campaign management interface is operated by BidClix, so count BidClix as another important player in this quiet little field. They aren't making as much noise as Quigo, and probably don't have the same technology, but it goes to show there are a lot of diverse online advertising deals out there, and a bit of room for companies like BidClix to do some solid business behind the scenes.
Posted by Andrew Goodman
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