Online auction house eBay has shuttered its Internet-based system for buying and selling TV and radio ads, the company has confirmed on its Web site. The system had been up and running for just over a year. The system was controversial from the start and received little support from the cable network industry, which eBay had hoped would contribute significant amounts of inventory. But the networks by and large stayed away fearing the process would cheapen the value of their ads. The Cabletelevision Advertising Bureau, a trade group representing the sales groups of most of the big cable networks, did not endorse the system and few of its members participated. Among the few networks that tested it were Oxygen and Ion. Executives at eBay believed part of the problem was that the marketplace remained confused about how its cable ad system worked. While it was often referred to as an auction, it was actually an electronic RFP system where buyers could issue requests for packages of time specifying their precise needs. Sellers could respond and a negotiation would ensue, via the system, until a deal was concluded.http://www.adweek.com/aw/content_display/news/media/e3i95a8c8893ac9738a30ddebeb92153c60
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