Adotas

Where media buyers start online


Featured Author

Author Photo

Sarah Novotny is the Sr. Editor in Charge of Adotas. Sarah grew up in San Jose, California. Her educational and professional career have taken her to both Los Angeles and New York City where she received a B.F.A. from NYU. As a writer, Sarah has free-lanced for various publications focusing primarily on traditional advertising and media reviews. When not writing and editing for Adotas, Sarah is continuing her acting career in various theatrical and film/television productions.

More articles by Editor






News

eBay Ad Exchange In Business

Written on
August 6th 2007
Author
by Editor  |
Feed
   XML Feed

This past May, eBay launched an Online Media Exchange which functions as an ad exchange to buy and sell TV time. Most networks have been skeptical about the idea; however the Oxygen network took a risk that has seemed to have paid off.

Being the first successful seller on the advertising exchange, Oxygen has sold a schedule for the third quarter to Intel for a reported six-figure sum. Previous to this, Intel had not advertised on the network.

Mary Jeanne Cavanagh, Executive VP of ad sales for Oxygen stated that the auction did not turn out to be a price-deflator, contrary to the worries of many other networks. While almost a dozen other networks registered to obtain Intel’s request, Oxygen was the only bidder.

The Ebay auction environment is yet another step in the growing popularity of advertising exchanges online and offline. Ebay was arguably one of the first auction environments online, while not a formal exchange model, Ebay has led the way in auctioning many kinds of products and services through its popular portal. The recent acquisition spree of online advertising exchanges like Right Media by Yahoo and AdEcn by Microsoft bring the auction exchange model to the forefront. The question remains if these new revised concepts on traditional network models will bring the efficiencies and value to the table of online and offline media buyers expect.



No Tags
Article Sponsor

More News

Reader Comments.

Leave a Comment

Add a comment