Dive summary:
- EBay will soon start sharing its user to data with brands in an effort to help target ads to consumers on sites outside of eBay; the move is followed by a similar one by Amazon.
- The online auction site has compile user data into segments like those looking for auto, clothing, music, or books advertisers can target via a self-serve real-time bidding platform or working directly with eBay's sales teams.
- The move to ad tech has not been without some perception issues; even some eBay executives question the move.
From the article:
"EBay executives were unavailable for comment, but a company spokesperson emailed the following statement: 'We've recently introduced new capabilities to deliver more relevant, highly targeted digital advertising content to buyers both on and off the eBay platform on behalf of third parties, consistent with our privacy policy.'"
