The Voice of Online Marketing | MEDIA KIT | NEWS TIPS
The latest practical news and developments at the intersection of search, email,
social media, mobile marketing, web analytics, online advertising, ecommerce and more.
Marketing News on Twitter Interactive marketing RSS newsfeed

Advertisers Eager for e-Media Exchange, Cable Cautious

eBay's highly anticipated e-Media Exchange, the proposed online auction service for buying and selling TV spots (as well as radio and print), offered a preview to advertisers and agencies last week.

While advertisers like Wal-Mart, Home Depot and Toyota are cheering the new system, cable networks are taking a more skeptical view, writes MediaWeek. Cable nets will reserve judgment on the service until they see a demonstration, according to CAB president Sean Cunningham. Meanwhile, advertisers that support the exchange have already pledged $50 million to buy ads using the system in next year's scatter market.

The e-Media Exchange was originally slated to be ready for first quarter's scatter market, but supporters are now looking at a second quarter start. Advertisers admit that cable networks will remain noncommittal until eBay begins the system's first live online beta test next month.

The e-Media Exchange is an auction-based system that allows buyers to submit budgets for ad schedules; sellers then bid for the buy in a reverse auction process. The exchange is designed to focus on cable network buys.


Related Topics

Related stories:

Subscribe to MarketingVOX|News

Latest interactive marketing news Latest media planning news & facts Latest marketing data & research