ESPN To Manage Own Text Ads & Drop Yahoo reports that will be dropping Yahoo's text ads from their site and replacing it with their own ads. will be using Quigo's AdSonar product to manage the auctioning, keyword targeting and placement of the text ads on the site. AdWeek cites that ESPN may be making this move to keep a larger share of the ad dollar, where currently Yahoo may be taking 20% of the ad dollars made on the site.