Oxygen has agreed to take part in eBay's TV ad marketplace, reports The Wall Street Journal.
The cable network has bucked the precedent set by the Cable Television Advertising Bureau in agreeing to join the system. The Online Media Exchange created by eBay has the backing of several major advertisers, many of whom have committed at least a few dollars to buying commercial time through the platform. Oxygen said it made the decision to participate based simply on the potential it holds for exposure.
Advertisers initially promised to spend about $50 million within the system they commissioned eBay to create but, while specific numbers have not been released, the amount so far is assumed to be far short of that. Home Depot, Microsoft, Intel and Hewlett-Packard are among those backing the platform.