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Oxygen Says Okay to eBay Media Marketplace
The eBay Media Marketplace has finally gotten a taker. Oxygen president Lisa Gersh has said the network plans to use the marketplace to sell national air time.
“This is not a local avail experiment at all… There are some very high-profile advertisers like Home Depot and Hewlett-Packard putting money into the system and we think this is a great way to get out in front of them,” Gersh is quoted as saying in MediaPost.
The Cabletelevision Advertising Bureau said in April that its members - of which Oxygen is one - would not participate in the media marketplace trial, because it believed it went too far in removing the human element from the equation.
Seven national cable networks, including Turner Networks, Discovery, Lifetime and ESPN, tested the exchange in March.
Gersh pointed out that, while people automatically think “auction” when they hear that eBay is the mechanism behind the exchange, the marketplace is not auction-based.