eBay perspective on the role of advertising in retail environment

As the branch of eBay responsible for connecting brands to the platform’s audience of engaged consumers, eBay Advertising embraced programmatic trading by adopting DoubleClick for Publishers and DoubleClick AdExchange. Delivering scale and reliability, DoubleClick solutions have enabled eBay to access and make smart use of audience data to consistently improve performance and revenue.

THE GOALS

Connect brands with eBay's audience of engaged users

Measure the impact of advertising on shopping behaviour dynamics

Facilitate the collation and use of audience data

THE APPROACH

Adopted DoubleClick for Publishers

Implemented programmatic trading through DoubleClick Ad Exchange

Introduced native advertising on mobile

THE RESULTS

70% of ads on eBay are now traded programmatically

Google's contribution to eBay revenue has significantly increased in last three years

Mobile ads currently outperform those on desktop by a factor of four

"Over the years, DoubleClick has become the benchmark for ad serving products for two reasons: scale and reliability."

- Phuong Nguyen, Director of Advertising, eBay

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