Bid4Spots.com and eBay have formed an alliance that will allow advertisers and agencies to bid for radio advertising time on most U.S. radio stations.
The alliance, which will offer inventory on most of the top-ranked stations, including those owned by Clear Channel, poses a significant challenge to Google Audio, MediaPost writes.
The radio auction could help give the eBay Media Marketplace, which was launched last year with significant advertiser backing but which has failed to attract much participation from television networks, much-needed traction, according to the article. The two marketplaces are quite different, however, in the fact that the radio alliance is a media auctioning site, while the eBay Media Marketplace is not based on an auction at all, but has simply been set up as a way to facilitate the buying of TV time.
Women's oriented network Oxygen was the first cable network to endorse the marketplace by making its inventory available on it, despite the fact that the Cabletelevision Advertising Bureau, of which Oxygen is a member, opposes the exchange.