Oxygen Media has become the first cable network to have secured an ad sold through eBay's Media Exchange platform, reports AdAge.

The ad is from Intel, which put its spot up for auction through the system.

Oxygen, which joined the Media Exchange platform early on, is one of a dozen networks that could have potentially been bidding on the ad, though none of the others were identified.

Oxygen says it managed to keep the price it bid for the ad in line with existing ad rates. The only real difference is that negotiations happened via email and not phone.

The Cabletelevision Advertising Bureau withdrew its support of the Media Exchange trial earlier this year over fears it would commoditize the ad buying/selling process.

But the notion of ad exchange platforms that mimic the stock exchange is growing in popularity. Offerings like ADSDAQ and AdECN, which was recently purchased by Microsoft, are helping to fuel the fire.

Oxygen's successful bid on eBay is an indication that this may indeed be a promising business model for the future.
In June, eBay also added radio ads to its ad exchange marketplace.