Cable TV Group Withdraws from eBay Ad Initiative
Online auction leader eBay’s effort to create an integrated cross-media advertising network has taken a major blow as the Cabletelevision Advertising Bureau (CAB) withdraws its support.
There were high hopes for eBay’s Online Media Exchange, which would enable automated purchasing of print, broadcast and cable ads online. It currently has support from 10 major brands including Toyota and Home Depot, but without the participation of the CAB, which represents cable networks like Discovery and ESPN, the cable end of things may be permanently off the air.
The CAB had been testing out the system. “Throughout our review it became apparent that the Media Exchange was too narrow an application, had clear connectivity issues related to cable’s emerging end-to-end e-business platforms and lacked the provisions necessary for capturing critical strategic and idea-driven intelligence during a buy,” said CAB president Sean Cunningham in a statement. He also mentioned the lack of support of the system by major ad agencies.
The system implemented by eBay has also received criticism from Turner president David Levy and Starcom CEO John Muszynski. However, ad buyers remain enthusiastic, since Media Exchange would simplify the campaign purchasing process. Cunningham, according to MediaPost, also expressed his organization’s desire for an online purchasing platform. “Our interest in enabling an electronic future is evergreen,” he said, though adding, “this eBay product won’t get that done.”
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