eBay's Media Exchange Flops

As SWMX's Josh Wexler suggested in this interview, eBay's attempt to revolutionize the TV ad sales business isn't getting rave reviews.  In fact, Louise Story of the NYT reports that the cable industry has just left it for dead.

Which begs the question...how's Google really doing?  According to Josh, not well.

Comments

[The future is now or coming soon to a Theater ner you.]

That EBay is a non-starter should come as no surprise. What they are/were doing by attempting to auction traditional ad units is/was like moving the deck chairs on the Titanic. Television advertising is fundamentally broken. Advertisers must buy all viewers whether they are potential targets or not. The wasted viewers are substantial and can often work to the detriment of the advertiser. Repeatedly being forced to watch the same irrelevant message is not a good thing.
Google/Echo does nothing to address this issue either. They do not even attempt to try to target messages but use household delivery as their metric. This is no different then selling it by the pound.

[Michael Stone]

No big surprise. Why would eBay be right for this type of exchange?

There are three private online ad companies that *could* break out: Adbrite, Right Media and Quigo. eBay is a radically different beast that seems to be struggling to remain relevant these days.

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