eBay is to broker radio-advertising spots, as part of its strategy to compete with Google which provides a similar service.

The eBay radio-advert brokering service will go live today as part of the eBay Media Marketplace.

The radio ad brokerage service will be powered by Bid4Spots. Advertisers and ad agencies can register on the eBay Media Marketplace website now.

The eBay service will make available "prime" inventory from more than 2,300 radio stations.

Like Google, eBay will use the internet to attempt to improve the way these radio ads are bought and sold, and the way radio marketing campaigns are tracked and analysed. Google officials have said repeatedly that the company is confident it can use internet technology to improve offline advertising transactions, not only in radio, but in print publications and television.

The radio service, on the other hand, offers more flexibility, so that advertisers can make "last minute" ad purchases, eBay said. This in turn will let radio stations be more aggressive in pricing, it said.

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