EBay Opens Up Its Data for Ad Targeting

Follows lead of Amazon, Google and Facebook

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Retailers possess a crazy amount of really valuable data for advertisers—e.g., what products someone has bought or have browsed through and may one day buy, potentially sooner if they’re shown an ad for that item.

That has positioned Amazon to ascend to Google’s and Facebook’s level as the apex companies of digital advertising. But one of Amazon’s foremost competitors, eBay, isn’t letting the Seattle-based e-commerce giant corner the market.

EBay has long used its proprietary user data and partnerships with data management platforms to grow its eBay Marketplaces business by promoting merchants’ products to users who have previously bought or shown interest in a related item on eBay.

“We’re now commercializing that capability for the benefit of other marketers who want to reach shoppers.



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