Oxygen Media, Microsoft to Resuscitate eBay's Ad Exchange

eBay's (EBAY) much-ridiculed online advertising exchange is not quite dead yet, according to the WSJ. The exchange, which was dissed at release and recently rejected by the Cable Television Advertising Bureau, has recently attracted Oxygen Media as a participant, and Microsoft (MSFT) is apparently considering using it to buy some TV time.

The TV ad sales model is in desperate need of restructuring and disintermediation, so the concept here is sound. Given the initial reaction to eBay's Exchange, it seems doubtful that this particular effort can be resuscitated, but anything is possible.