With major clients like ESPN.com, FoxNews.com and Cox Newspapers, start-up Quigo Technologies, New York, is mounting a major challenge to search leaders Google and Yahoo! in the contextual text-ads segment. Unlike its larger rivals, Quigo allows marketers to choose the sites for their ads, as well as limit their buys to specific pages on those sites. But Google may tweak its AdSense service to respond to the new competition.

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