eBay Pulls The Plug On Cable TV, Radio Ad Exchange
After struggling for more than a year to attract advertisers, cable TV networks and radio stations to its Online Media Exchange, eBay (NSDQ: EBAY) has decided to close it down, Adweek reports. The exchange struggled from the start. A month after the March ‘07 beta release, the Cabletelevision Advertising Bureau pulled out of a test of eBay’s system. CAB initially complained that its members hadn’t been fully briefed; it then said it would have nothing to do with eBay’s further trials, saying that the system was too narrow an application and was basically ineffective. Sean Cunningham, president and CEO of the CAB, told NYT at the time: “We don’t believe that eBay is going to get this right.”
—Couldn’t combat confusion: While some cable nets, like Oxygen, broke ranks and gave the system a try, eBay execs tell Adweek that it wasn’t able to clear up the fact that it wasn’t offering an auction system for media buys, but rather a platform where agencies could post requests for packages of time.
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Comments (3)
Jun 12, 2008 4:13 AM
What i notice that it was a controversial engagement from the beginning and it received not much support from the network industry(cable). It was suppose to be a mutual significant change for both the operators and ebay itself. If one doesn’t put one hand forward it hard to have a model like this be worked successfully.
Aug 22, 2008 10:14 AM
Geeze, thanks for posting this. Good read.
I found this article which is actually pretty relevant to the subject. You can check out the article on
<a >ad networks<a> here. Personally, I think it’s worth the read.
Thanks again for posting this.
Jun 4, 2009 5:18 AM
this article is good for on line cable TV & Radio Ad Exchange