Campaign goals
A major Technology brand leveraged eBay’s Preferred Programmatic solution to achieve full-funnel objects with its greater control and buying efficiencies.
Campaign strategy
During the eBay Advanced Audience Technology beta period, we conducted an A/B test to determine just how much additional reach could be achieved and the impact of a more precise audience. Campaign A ran server-to-serve with eAAT, and campaign B ran through a DMP integration. Both PMP campaigns gave the brand access to benefits including price stability, inventory quality, dedicated customer support and eBay’s first-party real intent audience targeting.
Target audience
- Brand specific in-market shoppers
- Toner Printers in-market shoppers
Media mix
- Cross device
- Above the Fold (ATF) Placements
Campaign results
+60%
increase in daily impressions
+59%
increase in overall impressions
+53%
increase in CTR
Going server-to-server and eliminating DMP match rates, increased campaign transparency, efficiencies, relevancy, and overall reach.
Realtime audience targeting based on first-session behaviors through eAAT increased campaign precision putting the brand’s message in front of an in-market at the moment of intent, not after. The premium audience targeting resulted in a more effective campaign
Sources
- comScore Media Metrix, Multi-Platform, December 2019, US
- eBay First-Party Data, 1/1/19-10/31/19
