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NEW YORK A group of leading marketers, agencies and cable networks have joined with eBay to test an online auction-style exchange that lets users buy and sell TV ads.
So far, about a dozen marketers have signed on. Toyota’s Lexus and Wal-Mart have confirmed their participation, and sources identified other participants as Brown-Forman, Home Depot, Intel, Hewlett-Packard and Microsoft.
Those companies will initially spend about $50 million combined to purchase ads on the exchange, according to sources.