You Can Get Radio Ads On eBay

    June 6, 2007
    WebProNews Staff

The eBay Media Marketplace debuted to welcome at least one network willing to defy a cable industry boycott of the auction-based ad service.

Whether the Cabletelevision Advertising Bureau (CAB) likes it or not, the eBay Media Marketplace is open for business. Though eBay has announced it will debut the Marketplace for radio ads, they did pick up a win on the cable TV side.

The Oxygen Network decided the potential of eBay’s Media Marketplace outweighed the protestations of CAB, as MediaPost noted:

That move comes in defiance of the Cabletelevision Advertising Bureau, which has taken a strong position against the eBay initiative, for fear that it would commoditize cable advertising buys.

The CAB led boycott of the eBay Media Marketplace came as a Madison Avenue task force of major national advertisers and big media buying shops called for a test for buying national TV time via the eBay system.

By pushing the radio ad brokerage aspect of the Marketplace now, Meg Whitman and company have temporarily staved off a showdown with CAB’s membership. EBay has a lot of motivation to do well for Oxygen, if they want more networks to participate and break the CAB boycott.