In a setback for the electronic TV ad auction platform being developed by eBay, cable operators announced they would not be participating the program, reports AdWeek.

The Cabletelevision Advertising Bureau (CAB) said its members would not be particpating in the auction-style ad buying and selling program. The platform is being built by eBay but has the backing of major advertisers such as Home Depot and Toyota, and their ad agencies.

CAB's president cited several shortcomings with the system during testing. Connectivity issues and the failure of the system to capture "idea-driven intelligence" were among the reasons given, as well as the fact that not everyone in the agency world was sold on the system.

While those involved in developing the program say they're still moving forward, the loss of cable operators is a major blow.