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NEW YORK ESPN.com said it is ending its deal with Yahoo to show text ads on its Web pages, choosing instead to sell the placements itself.
ESPN plans to roll out its own Google-like auction system for placing text-link ads on its site, letting advertisers target placements based on keyword or section. The ad system, which uses New York firm Quigo’s AdSonar platform, will be up and running this fall, the company said.
The Disney Internet property is one of a handful of high-traffic sites to defect from the large ad networks run by Google and Yahoo in favor of operating their own programs.
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