There are various things that can transform industries forever. Changing market conditions, commodification, and disruptive technology to name a few.

Online services such as Google and AOL are now getting into the video advertising game. As people increasingly get video content over the internet, the marketplace for video advertising is about to be expanded exponentially.

While we have seen this coming for awhile, there is a more interesting twist to the story. eBay has come up with an auction system to sell online advertising. You can buy a spot on a show in an open market. This has the potential to take control for setting rates away from the broadcasters and into the hands of the marketplace. Now shows and the audiences that follow them can be traded, much like what happened years ago with cotton and pork bellies.

If audiences are bought and sold on some kind of mercantile exchange, you don’t have to be one of the big networks to get in on the action, all you need is an audience to sell. Who else sees the possibilities in this idea?

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