A Madison Avenue task force has officially announced plans for testing an electronic media marketplace in early 2007.

The task force, a coalition of advertisers and agencies, confirmed that eBay will provide the technical framework for the "e-Media Exchange," reports MediaPost. Simultaneously, top agency execs are trying to convince media sellers, particularly TV networks, that the system will not commoditize their ad inventories. "The pilot will be an adjunct to the existing media buying system, not a replacement for the upfront market," according to the coalition's statement.

The group has also launched a new website, which for now serves mainly to register potential participants, and to keep them and others informed of news of the project, which "reflects an evolution of the industry and another potential way for buyers and sellers to efficiently facilitate media transactions," the group said.

Automotive, consumer goods, retail and technology marketers have agreed to participate in the pilot, with various media being considered. The focus will likely be on national TV ad buys.