In a path breaking development, many leading advertisers are teaming up with eBay Inc. to experiment selling television advertisement in an electronic market place. This development will give a great shock to the networks that are until the moment involved in one to one contract. Definitely, for many advertisers this process was quite closed and opaque where the advertisers could be charged differently for the same slot.
If the experiment tests success, the current process of closed doors negotiations and deals would come down with a bang. However, the process has been criticized since a long time and the advertisers were constantly looking for a new transparent process for the negotiation with the networks.
Moreover, the present process is clearly stained with inefficiency in the system, and the advertisers, naturally, advocating a more see-through approach in buying and selling of advertisements.
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