Oxygen First to Land Ads Via eBay

Intel Places Order Through Online Media Exchange

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CHICAGO (AdAge.com) -- Oxygen Media has won the first piece of advertising business purchased through the online media exchange created by eBay for a group of high-profile advertisers. Intel bought a six-figure schedule in the third quarter, according to Oxygen Exec VP-Ad Sales Mary Jeanne Cavanagh.
Intel bought ad inventory on Oxygen using eBay's online media exchange.
Intel bought ad inventory on Oxygen using eBay's online media exchange.

It's possible that Oxygen was the only network to bid for Intel's money, one person familiar with the deal said. Most cable networks balked at joining the eBay system.

The Cabletelevision Advertising Bureau in April said it didn't believe the system would cut down on paperwork but would instead make network ad time more of a commodity.

About a dozen networks registered for the eBay system in time to weigh the Intel request. The networks were not identified.

Nothing to fear
Ms. Cavanagh said the eBay process is not the kind of price-deflating auction some networks feared. "We kept the integrity of our rate card," she said.

Ms. Cavanagh said the negotiations were very normal except most were done via email instead of by phone. Intel has not advertised on Oxygen before. She said Intel's buy reflects the fact that women are more involved in technology purchases.

As a company involved in new media, being a part of the eBay experiment was important to Oxygen, Ms. Cavanagh said. "We want to be innovators in technology," she said. "We want to be on the cutting edge of everything out there."

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Jon Lafayette is a senior editor for Crain Communications' TV Week.
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