Bid4Spots Extends Into Cable TV

Sherman Oaks-based Bid4Spots, the online auction for radio advertising time, is branching out into cable television, saying Monday that it has launched a new, cable TV advertising marketplace. The firm said it would offer premium, local cable TV airtime for discounted rates through a system similar to the firm's reverse auction for radio time. Bid4Spots said that it will launch an online auction on Thursdays, to allow cable systems to compete for advertising. The firm auctions allow stations reverse bid to fill advertising orders and unsold airtime, but do not have to release pricing data, a technique which has won it success in radio against giants such as Google, which recently withdrew from the radio market.