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

Approach
Adopted DoubleClick for Publishers
Implemented programmatic trading through DoubleClick Ad Exchange
Introduced native advertising on mobile
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
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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