TV Advertising Auction Fails Just As New Experiment Is Launched

from the going-both-ways dept

Earlier this week, Google announced that it would begin managing some of the ads that appear on the Dish network in an attempt to extend its auction-based ad sales model outside of its traditional realm. This isn't the first attempt to merge TV advertising with auctions, however. Last summer, eBay announced a similar program, as it hoped that its experience with auctions could help make TV ad sales more efficient. But it looks like eBay's efforts have fallen flat, as one of its only participants, the Cabletelevision Advertising Bureau, has pulled out of the project, saying that eBay's service was too narrowly focused, and didn't fit in with the broader goals of the cable TV industry. In other words, auctions alone aren't that interesting or game changing. While auctions may result in somewhat more accurate pricing, pricing isn't really the main problem facing the TV industry. So while eBay's experiment is already sputtering badly, it wouldn't be a surprise to see the same fate befall Google.
Hide this

Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.

Techdirt is one of the few remaining truly independent media outlets. We do not have a giant corporation behind us, and we rely heavily on our community to support us, in an age when advertisers are increasingly uninterested in sponsoring small, independent sites — especially a site like ours that is unwilling to pull punches in its reporting and analysis.

While other websites have resorted to paywalls, registration requirements, and increasingly annoying/intrusive advertising, we have always kept Techdirt open and available to anyone. But in order to continue doing so, we need your support. We offer a variety of ways for our readers to support us, from direct donations to special subscriptions and cool merchandise — and every little bit helps. Thank you.

–The Techdirt Team

Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here

Subscribe to the Techdirt Daily newsletter

Comment Options:

  • Use markdown. Use plain text.
  • Remember name/email/url (set a cookie)

Follow Techdirt
Insider Shop - Show Your Support!

Report this ad  |  Hide Techdirt ads
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Chat
Report this ad  |  Hide Techdirt ads
Recent Stories
Report this ad  |  Hide Techdirt ads

This site, like most other sites on the web, uses cookies. For more information, see our privacy policy. Got it

Email This

This feature is only available to registered users. Register or sign in to use it.