Advertisers Won't Get It on eBay

Cable networks are boycotting eBay's experiment in auctioning television airtime to ad houses, in a decision that could ground its nascent spin-off site. The networks protest that Online Media Exchange, which eBay claimed would reduce inefficiency, doesn't account for today's complex targeting and multimedia promotional packages.

"Years ago, you basically bought for the tonnage, you bought slots and you bought for the price," said John Muszynski, chief executive of an ad-buying agency. "We have now integrated the buying process into the marketing process." Meanwhile, Google announced this week its first deal to serve ads for the Dish Network through its own auction site. (More eBay stories.)