Top 4 Data Discussions from AdWeek NYC

At this year’s Advertising Week in New York, there was much chatter about everything from OTT to industry diversity. But everywhere you turned, you couldn’t escape a conversation featuring data. Here are the four things I kept hearing throughout the week around data. 

Forget about BIG data, we need actionable data. 

If you collected all the grains of sand in the world you still wouldn’t come close to how much data is gathered daily around the globe. But how much of it is useful when it comes to building successful marketing campaigns? Technology is helping marketers distill big data into actionable data, but it’s happening at a gradual rate. So what’s required to pick up this pace? Education. “When I am asked how to get into media, I tell students they should consider a career in data science,” said Steve Carbone, Managing Director, Chief Digital & Investment Officer MediaCom during eBay’s Getting Ahead of Data Curve panel. 

Currently, data and insights teams have the large task of unearthing new ways to make data actionable and effective for advertisers. Companies who sit on first-party real intent data like eBay are proving to be invaluable partners to brands. Knowing exactly how consumers browse, buy, and sell provides an unmatched level of granularity and precision to drive campaign performance and brand success.

“I’m a marketer that sits in an operations company. The numbers matter. eBay helps us uplevel the stories around the numbers.” – Andrea Derby, Director, US Advertising & Global Brand Management at UPS

Defined Audiences is Key.  

With major investments in AI and data science, brands and publishers are close to reaching the right consumers at the right time, all the time, and with fewer errors. However, not everyone is there yet. eCommerce platforms like eBay have really been pioneers when it comes to defining audiences and making them actionable for brands. It was the ability to tailor messaging to specific audiences that helped brands like Synchrony see success in engaging consumers where they shop. 

“Our test and learn budgets can earn their way into our bigger digital media budget simply by performing…and eBay performs.” – Chris Merrill, CMO at Synchrony

Audience segmentation allows the right consumer to receive relevant ads, thereby not disrupting their user experience (well at least not as much). eCommerce platforms continue to be leaders in this as they have a front-row view into 107 million hours of shopping data each month.  

 Data privacy regulations is an industry-wide effort.

“For those of us that have been in digital advertising for a long time, we’ve never talked about regulation. I can’t think of a panel in which I talked about regulation until the last 18 months but we’re growing up as an industry,” said Maggie Mesa, VP of Mobile Business Development at OpenX. 

Regulation continues to be top of mind for every marketer and publisher. In fact, there were 16 panels on consumer privacy alone. Brands aren’t just following the strict measures set by government regulation like GDPR. They are acting proactively and evolving their businesses so they’re in line with future regulatory models. Brands, publishers, and eCommerce sites feel the responsibility to consumers and are doing their best to be mindful of their privacy while communicating the value exchange. “Privacy is a huge deal to us.  It will always be at the forefront of everything that we do” said Parker Burgess, eBay Advertising Head of Client Insights & Strategy.

Cross-platform measurement is a MUST. 

We can’t talk about data without talking about measurement. Cross-platform measurement is defined by the ability to “integrate measurement of online and offline media at both the aggregate and individual level,” according to the Advertising Research Foundation. This ultimately allows brands to effectively connect with consumers on their different digital devices and be able to measure the engagement holistically. 

As mentioned by Bill Tucker, Group Executive VP of the ANA, “Marketers want to be able to establish unique, unduplicated reach. They want to be able to optimize marketing and media budgets across their portfolio. There is an inability to do that right now and it [requires] a complex solution.” Brands are fed up with poor media mixes and are at the brink of truly figuring how every dollar is working for them. 

To learn more about how eBay Advertising’s first-party, real intent data can work for your brand dollars, contact us here

 

Discover Your Shopping Style at Advertising Week New York

eBay Advertising is proud to be a major sponsor at this year’s Advertising Week in New York

The eBay Advertising team is setting up shop on level 2 of the AMC Lincoln Square and pulling back the curtain on the data behind our most active shoppers. Stop by and discover how your shopping behaviors compare and shop on us!

Join the Conversations!

Data informs, enables, and fuels billions of dollars in digital advertising. Our executives will be taking the stage to talk about the value of real intent-based data and engaging audiences where they shop.  Here’s a look at where we’ll be:

Monday, September 23

12:30PM
Wired Brand Storytellers
Story Crafters Stage

  • Suzy Deering, CMO, eBay  
  • Martha Boudreau EVP & Chief Communications & Marketing Officer, AARP
  • Alex Wallace, GM of News, Entertainment and Studios Verizon Media
  • Vikram Bhaskaran Global Head of Vertical Strategy and Marketing, Pinterest
  • Piper Goodspeed Executive Director, Partnerships, and Consulting Condé Nast (Moderator) 

Tuesday, September 24

9:30AM
Female Quotient: What’s the Purpose
Sugar Factory

  • Suzy Deering, CMO, eBay
  • Anjali Lai, Senior Analyst, Forrester
  • Shelley Zalis, CEO, The Female Quotient (Moderator)

11:30AM
See Your Customer in 3D

Insights Drivers Stage

  • Parker Burgess, Head of Client Strategy & Insights, eBay Advertising
  • Betsy Rella, VP Data & Research, Interconnect
  • Bryson Gordon Executive Vice President, Advanced Advertising Viacom
  • Justin Evans Global Head of Analytics & Insights Samsung Ads
  • Andrea Zapata VP Data Innovation & Insights, Comcast Spotlight (Moderator)

Wednesday, September 25

10:15A
Getting Ahead of the Data Curve

  • Suzy Deering, CMO, eBay 
  • Steve Carbone, CDO NA, MediaCom 
  • Randall Rothenberg, CEO, IAB 
  • Scott Kelliher, Head of Brand Advertising & Partnerships, eBay Advertising (Moderator)

Thursday, September 26

11:30AM

Why the Hottest New Digital Publishers aren’t Publishers At All

  • Scott Kelliher, Head of Brand Advertising & Partnerships, eBay Advertising 
  • Andrea Derby, Director, U.S. Advertising and Global Brand Management, UPS  
  • Alisha Wilmoth, Director Media Partnerships at St. Jude Children’s Research Hospital – ALSAC
    Chris Merrill, SVP, Chief Marketing Officer, Direct to Consumer, Synchrony 
  • Nicole Perrin, Principal Analyst, eMarketer (Moderator)

3:30PM

First Party Data & Walled Gardens

  • Scott Kelliher, Head of Brand Advertising & Partnerships, eBay Advertising
  • Daniel Sepulveda SVP, Policy and Advocacy, MediaMath
  • Ehud Furman, VP Data, Taboola
  • Iván Markman VP, Chief Business Officer, Verizon Media
  • Alison Pepper, SVP Gov Relations, 4A’s (Moderator)

 

We look forward to inspiring conversations and a little fun!  Don’t forget to stop by level 2 and find out what type of shopper you are and talk to a member of our team about leveraging our real intent data to engage audiences. 

Brand Safety Predictions from eBay’s CMO

While it may seem like a post digital concern, brand safety issues have existed since the dawn of print media. If we go back to 1991 where the Sunday newspaper had a circulation of 62 million in the US, ensuring your ad did not appear next to controversial content required full-time resources. A travel brand advertising to summer vacationers probably did not want an expensive full-color placement near a story about a plane crash. History is truly repeating itself when it comes to brand safety, however the difference between now and then, is the complexity and scale required to maintain brand safe spaces today. 

The industry is struggling to keep up with the pace of online bad actors. As major online publishers increase resources to combat everything from fake news to hate speech, online offenders are becoming more advanced. This modern day Sisyphus scenario has marketers questioning whether or not digital environments can ever be safe. Brand safety isn’t just a trending topic; it’s a real issue that is negatively affecting advertisers, publishers, and anyone online. As we approach a major election year in the US, here are my predictions for how the industry will handle brand safety. 

An industry wide effort is required.  

Publishers are rightfully receiving much of the sting for allowing salacious or false content to reach online audiences. We’ve all read the reports on how major brands’ ads were appearing ahead of and alongside YouTube videos serving as terrorist recruitment. And we’ve all read about the “coordinated inauthentic activity” on Facebook. In fact, according to a new Pew Research Center survey, most Americans agree that the creation and spread of made-up news is causing significant harm to the nation and must be stopped. The most problematic publishers are listening and are attempting to put solutions into place. 

During this year’s Cannes Lions, Facebook, Google, and Twitter launched the first industry-wide initiative to improve online safety partnering with global advertising agencies and brands. Agencies including WPP, Publicis and Omnicom, and brands such as Procter & Gamble and Unilever, have realized the need for industry monitoring and want to stop the spread of harmful or fake content. “We need to fix the whole ecosystem, but Facebook and Google are the biggest players across all online media,” said Procter & Gamble’s Chief Brand Officer, Marc Pritchard. He added that his main goal for the alliance is to, “create standards to control and remove hateful content and comments on online platforms.” While this move toward self-regulation is a step in the right direction, this alliance cannot accomplish all the work alone. Partnership with neutral organizations like the ANA are required. 

One of the appealing things about eBay is that by its very nature, as an ecommerce marketplace, it is free of controversial content that can plague traditional publishers or social platforms. eBay has built immense trust among it’s community of buyers and sellers and this level of trust is also reflected in our ads business. eBay offers advertisers a safe and more controlled environment in regards to how brands appear. And with mountains of shopper data from our logged-in user base, eBay can also segment shoppers so brands don’t have to jeopardize overall integrity of what digital and mass scale can do for a campaign. However, as eBay considers expanding its business and taking in reviews and content, we know we will encounter the same challenges as Facebook and Google which is why we’re committed to putting the right brand protections in place before these issues surface.

Accreditation matters.

The complexities that exist online vastly surpass those that existed in pre-digital days. The sheer volume of hate speech, fake news, gun safety, and election falsities online, poses a very complicated environment that has to be moderated on a high level. The amount of work to be done is overwhelming if brands, agencies, and publishers go at it alone. 

Third party verification and accreditation must become the norm for anyone with an online platform. It’s not an easy feat to take on and often times publishers are concerned that the process will expose too much of their inner workings. However, I’d ask what’s worse: having to open back-end systems in order to begin the accreditation process or failing to provide a brand safe environment? As stated by John Montgomery, global vice-president of brand safety at GroupM, “third-party verification of harmful content on social media is one of its goals.” And while sites relying heavily on user generated content (UGC) are under more scrutiny, every online environment is susceptible to a brand safety blunder. 

Safety comes at a cost. 

Moving forward, brand safety will continue to be a heightened concern, not just for advertisers but for specific platforms that have encountered challenges in the past. Facebook and Google are already applying more money and human capital to resolving issues of brand safety. This will lead to better selection of highly controlled environments, but with possible increased costs to brands.

To circumvent higher prices, agencies and brands are going to have to be more strategic in how they select their media partners. Finding different outlets for brands, where they can achieve scale and have access to highly qualified audiences without costs inflated for brand safety, will become integral to media plans. 

While we’re still in the early days of brand safety, it’s reassuring to note that many of us are having the difficult conversations. As a board member on the ANA and a CMO of a global brand, my decisions around brand safety don’t just come down to how my platform and brand will be affected. I always look at the industry as a whole, understanding that my approach to brand safety can influence how other brands and publishers tackle the issue. As brand safety problems evolve beyond adjacency and fraudulent views to how we manage influencers and regulatory oversight, solid partnerships with organizations like the ANA will ignite change. After all, brand safety isn’t just a problem for brands; it’s a problem for our consumers as well. 

To learn more about the ANA and how to become a member, please visit https://www.ana.net/membership

 

eBay is open for business: A conversation with Scott Kelliher

There’s no denying the rapid growth in the eCommerce space. With the proliferation of eCommerce specific agencies, a deeper understanding of shopper behavior, and an explosion of new opportunities, an eCommerce strategy is top-of-mind for many marketers today. And at such a transformative time, we’re excited to welcome Scott Kelliher to the eBay team as our new Head of Brand Advertising & Partnerships. Prior to eBay, Scott held Sales & Marketing leadership positions with several digital media companies, including Time Inc., Yahoo, and AOL.

We sat down with Scott to get his take on the state of eCommerce, what gets him excited about his new gig, and how working for eBay is turning him into a sneakerhead. 

Scott, we’re so happy you joined the team. Can you let us know a little bit more about how you landed at eBay?

Most recently, I worked with premium content at Time Inc., helping transform their globally recognized brands for the digital and programmatic space. When I had a chance to sit back and reflect on what I wanted to do next, I realized what was missing and what I wanted to go back to was data – and truly unique data at that. 

This is what really moved me to join eBay – the enormous logged-in user base and the massive amounts of shopper data eBay sits on. eBay knows what customers are buying, how they like to buy, and what triggers them to buy.

How do you see eBay adding value to brands? 

Once a brand understands what data signals allow them to really understand how their customers buy, they can truly be effective. And because our users are consistently logged-in, these signals are always firing. We can provide our partners with a quantifiable understanding of how people shop. And knowing how to leverage that data to inform campaign strategy is a massive game changer. 

Innovation means different things to different people. What does it mean to eBay Advertising? 

For me, the word innovation in media is one of those terms that leads to a lot of products and tools that don’t necessarily move an advertisers’ needle. People may invest in the new and better widget or mouse trap but that often comes at a great cost. eBay’s ability to get a true understanding of the heart and soul of people and how they work is what is truly innovative. It’s also really cool for a data geek like me.

What would you say differentiates eBay from other eCommerce marketplaces? 

eBay is a true marketplace – we don’t own any inventory and never compete with our sellers. We also have a massive range of products on the platform – everything from cars to home decor. And we know how users shop for these items. We know how long users are researching and how many items and brands they’re considering. We know if they’re impulse shopping or making a considered purchase. All of these data points are key for advertisers looking to understand the purchase journey of their individual customers, and the consumers that are most likely to purchase their products for the first time. 

Knowing the behavioral patterns that lead to this first purchase is what gets me all fired up. There’s a huge range of products on eBay, from Teslas to Yeezy sneakers to Cartier diamonds. The purchase cycle for a car is extremely different than the purchase cycle of a pair of sneakers.  Think about the last time you bought a car. You might have had a few makes and models in mind, but you probably spent time doing your homework on safety, the newest in infotainment systems, and whether or not you wanted to go electric. You probably wouldn’t spend as much time researching shoes as you would a car. Although some might beg to differ with me. Being able to understand that difference and how shoppers evolve throughout their journey on eBay is extremely valuable.  

What are your top priorities for the back half of 2019? 

Our main priority is to spend more time with our brand and agency partners. I think people really underestimate the wealth of shopper data we have, our scale, and what it means for their brands.  We have unique assets that no one else can offer. We need to understand our clients’ needs and better communicate and customize the solutions that will drive their success. eBay is open for business and we are excited to build solutions that help our partners meet their goals. 

eBay continues to be a pioneer, innovating and personalizing the shopper experience. What do you think has contributed to eBay’s success?

Devin Wenig said it best. He said, “eBay empowers people and creates economic opportunity. We play a positive role in people’s lives.” That is why eBay continues to be one of the most powerful brands in the world. It’s an open, diverse, and unbiased marketplace; we don’t tip the scales in any way. And on top of that, you can find anything on eBay and usually for less money than other marketplaces. No matter what side you are on, buyer, seller or brand, we bring value to everyone.

Now for the fun stuff.  Tell us about your latest eBay shopping experience. 

I bought these sneakers the other day and love them. But more than anything, I loved my shopping experience. The sneakers are brand new, and I got them for less than they’re available at the manufacturer’s website, and with free shipping and returns.

A big thanks to Scott for his time and perspective on our business. It really is an exciting time to be in eCommerce and at eBay! 

eBay’s massive audience of highly-engaged shoppers is the perfect combination of scale and precision for advertisers. Scott and his team are ready to listen and learn about your business needs. To connect with Scott and the eBay Advertising team click here. 

 

Shopping at the Speed of Culture with eBay in Cannes

Cannes, Rose, Culture, and eCommerce! eBay is proud to be an official sponsor of the 2019 Cannes Lions International Festival of Creativity. This year, it’s especially fitting as the festival’s theme is centered around the intersection of brands and culture – a place not unfamiliar to eBay.

The Speed of Culture

As the inspired eCommerce marketplace celebrating passions, eBay has always focused on how to bring the speed of culture to its users. Whether it’s a brand new Supreme collab, a classic Stan Lee comic book, or the Game of Thrones Oreos, eBay has always made culture shoppable.

If it’s trending, dropping or releasing, it’s happening on eBay.

The eBay Advertising Cannes cabana will bring to life some of the most memorable shopping moments in the last decade.

eBay’s 109M monthly are highly engaged and seek brands that keep up with influential cultural moments. Thanks in part to AI and advanced data collection, the platform deeply understands what interests users. eBay also understands how pop culture and social media play a role in what inspires user purchases. We know that the same person shopping for a Steph Curry jersey is a parent who will likely share this bit of nostalgia with their children. It’s our deep connection to culture, driving scale, and engagement, combined with our wealth of first-party shopper data that makes eBay a premiere media partner for brands.

See you at Cannes Lions!

 

“Retail is Dead” & Other Myths Brands are Tired of Hearing

Myth 1: Retail is Dead

It’s hard to walk in New York or Los Angeles without spotting a vacant storefront. This, coupled with recent headlines have done little to dispel the myth that retail is dead. Adding to the hysteria, was the heavily publicized downfall of Toys “R” Us last year. However, retail is not dead; it is evolving.  

In 2018, the CMO Council, in partnership with eBay, conducted an online audit of brands like LEGO, Fruit of the Loom, Bosch, Serta, PUMA, Lenovo and Electrolux.  According to more than half of survey respondents, retail is being reinvented thanks in part to global eCommerce communities like eBay. But while these communities are revolutionizing retail, they are also forcing the brand marketers to rethink their own evolution across all channels and touchpoints. 1.

While advertising on eCommerce platforms can drive foot traffic to brick and mortar stores as well as brand sites, it requires strategic thinking. With the appropriate use of data, brands can effectively target consumers, which brings us to Myth #2.

Myth 2: Consumers Think Personalization is Creepy

Retailers are reinventing their online experience through customer personalization. When a customer visits a website, they can be targeted using search data and other key data points. However, some find this level of personalization off putting. While there is definitely a fine line between customized and creepy, not all personalization has to make a consumer feel like they are being followed.

According to MarTech, “It is actually reported that 67 percent of consumers prefer brands to automatically adjust content based on their current context; with 83 percent of consumers willing to share their personal information in exchange for a more relevant experience. When brands fail to be relevant, a striking 42 percent of shoppers will get annoyed and an alarming 66 percent would stop from making a purchase.” 2. With 900+ audiences, eBay can deliver highly segmented campaigns to reach the right people. However, this type of data mining requires artificial intelligence which can be met with apprehension and brings us to Myth #3.

Myth 3: AI = Dehumanization

Let’s make this clear, artificial intelligence (AI) does NOT compromise the consumer experience. In fact, every time a user interacts with a marketplace, AI learns and provides feedback. AI touches every page on eBay. It is woven into all aspects of the eBay marketplace, anticipating the needs and wants of buyers and sellers, inspiring shoppers on the hunt for something special, and making the platform more accessible to everyone.

eBay uses AI to provide structure in a non-structured world made up of millions of buyers and sellers across 190 markets, interacting with 1.2 billion listings. Every time a user interacts with the marketplace, the AI learns and provides feedback. This information creates more opportunities for advertisers looking to connect with eBay’s 900+ unique audiences. 3As we approach 2020, brands and agencies must ensure their partners are innovating to meet customer demand for personalization. 

Ready for some more myth busting?  Connect with our ad sales team.

 

eBay: Consumers Powered by Passion

Many online marketplaces have simply become a place to buy essentials. But where’s the fun in that? While we need easy access to toilet paper and passionfruit La Croix, consumers also shop based on their passions. Take for instance, Star Wars Day, May the 4th. What began as a pun has evolved into an opportunity for fans of the franchise to connect with a larger Star Wars community. On eBay alone, there are 355K daily visits to the Star Wars page with six Star Wars purchases every minute 1. When it comes to what defines us, our interests play a strong part in how our world view is formed. Brands are taking note and are seeking more interest-based targeting opportunities in their campaigns.

Essentials are important, but passions drive engagement

Even if you’re not one of eBay’s 180 million active buyers 2, you may have found yourself on the platform looking for that special something you couldn’t find elsewhere. That something likely represented a personal passion point. Though a movie like Star Wars may seem uninteresting to some, many people have a visceral love of the franchise. The same can be said for a series like Game of Thrones (GOT). On eBay, searches for a GOT by MAC makeup pallette are currently trending as the show is in its final season. Equally, sports conjures the same level of fandom as popular media, if not more. Since Tiger Woods’ triumphant comeback at this year’s Masters, his go-to Newport 2 putters made by Scotty Cameron, have maintained a trending spot on eBay.

Improving your brand’s relationship with consumers

Like any relationship, surface level connections aren’t the best foundation for success. While age and household income are important data points, it helps to know what the person you’re trying to reach is interested in. eBay deeply understands what interests their users. They know that the same person shopping for Star Wars memorabilia is a parent who may share this bit of nostalgia with their children.

This deep level of interest based data captured from both contextual and behavioral insights coupled with demographics, allows advertisers to take a more personalized and humanistic approach to advertising. As other platforms attempt to roll out interest based advertising 3, eBay is proud to be one of the first to implement the approach.

Ready to lean into our users’ interests? Connect with our ad sales team.

 

The Top Three Reasons Why eCommerce Platforms are Appealing to Advertisers

Brands are increasingly moving dollars from platforms made for search to platforms built for shopping. This is happening across the globe. For instance, Alibaba, China’s largest online retailer is expected to claim more than a third of all of the market’s digital ad revenues in 2020. In the United States, marketers are considering a similar shift in their media mix. Read on to learn the top three reasons why advertisers are considering advertising on eCommerce platforms.

Achieving Relevance

Imagine you’re in a physical store. Let’s say you’re looking for a new phone. Now imagine that each salesperson comes by with suggestions for a designer handbag or new running shoes. How frustrated would you be? You were there for a new phone and while you like the idea of new running shoes, you’re not in the market for them. These salespeople are interrupting your experience and unfortunately, this scenario occurs most often online.

According to Dr. Volker Hildebrand, author of The Customer Experience Edge, “Customer experience is a holistic experience, and being able to offer a personalized approach for each customer can give your company a big advantage over the competition1.” Shoppers do not want to be served irrelevant ads. eCommerce ecosystems remedy this by providing an unsurpassed number of touchpoints with consumers from research to purchase.

Implicit Data vs Explicit Data

The metrics available to advertisers today has increased their demand for real performance and return on their ad spend. Advertisers want data driven success stories. However, not all data is created equal. 

Implicit data is what we find on digital advertisers such as Facebook and Google. This type of data draws inferences from user data and makes suggestions of what to buy. Implicit data is often the culprit behind irrelevant ads. 

To create customized experiences for online users, marketers must use explicit data. When we think explicit, all sort of brand safety concerns come to mind. But that’s not what we’re talking about here. Ernan Roman, president of ERDM and author of VoC Marketing, describes explicit data as, “self-profiled preference information customers provide in the Preference Center of a site or through dialogue boxes.” 2 An example of this on eBay is the My Garage tool. Users login to fill out the preferences for their vehicle. Everything from year, make, and model allows ancillary brands the opportunity to target a consumer appropriately. With this data, a customer can be served ads from insurance companies or auto part retailers that make sense.

A Better Ad Experience

Brands want their current and potential customers to remember them favorably. They don’t want to be associated with a pop-up ad that appears as a reader scrolls through an article about a recent tragedy. They also don’t want to be associated with ad units that seem almost impossible to close out of. Fortunately, shopping platforms provide a quality environment that prevents advertisers from annoying their customers.

As we approach the second half of 2019, marketers must resolve to use data wisely. Consumer patience is dwindling with every generic ad experience. In a 2018 Adobe study, 66% of consumers said encountering a poorly designed and impersonal ad experience would prevent them from making a purchase 3. As consumer expectations increase, marketers will benefit from leveraging brand safe, explicit data available to them on eCommerce platforms like eBay.

Stop the ad clutter and build a relevant campaign with eBay. Connect with our ad sales team.

 

Improving Your Cross-Device Strategy with eBay

The term cross-device has become so ubiquitous, it has lost its meaning. We’ve known that users move between several devices. Given this, then why is mCommerce’s pace still lacking? Despite increased mobile usage, desktop and tablets still serve as primary screens for eCommerce transactions.

Americans are still reluctant to buy on mobile

Today, the majority of Americans (77%) own a smartphone, up from 35% in 2011 1. However, as spend on mobile increases, many Americans have yet to fully embrace smartphone transactions. Smartphones’ share of US online retail sales accounted for a little over a third of all eCommerce sales in Q3 2018 2. Americans cite a lack of security as a main concern preventing them from adopting mobile payments. According to a GFK study 3, more than half of US internet users were worried about the security of their personal information in 2018. 

Mobile=Discovery; Desktop=Transactions

Marketers are at a crossroads. They know mobile usage has grown at a fast pace, but they also understand that consumers may feel uncomfortable transacting on a pocket-sized device. 

There is no denying that mobile devices hold a great amount of influence but this doesn’t always equate to conversion. “A large part of desktops’ relevancy can be traced to innovations like browser extensions because it adds convenience to users’ shopping journey.” 4

Online users are accessing multiple browsers on multiple devices. Extracting meaningful data from such a fragmented journey can be difficult. To be effective, marketers must connect their data dots with that of their media partners.

eBay Data Delivers

Brands should leverage platforms, like eBay, that can provide a logged-in user base. This allows for deterministic audience tracking and targeting, to ensure the right ad is served to the right user at the right time. For instance, the average eBay user looking to buy a smartphone goes through 28 days of consideration. They touch 35 categories, utilizing both mobile and desktop throughout5. These varied touch points present a complete picture for telco brands thereby increasing the possibility for high engagement. 

While eBay’s roots began in desktop and is currently listed as comScore’s Top 25 Desktop Properties 6, there is growth in its mobile product. 62% of transactions on eBay involve a mobile touchpoint. eBay’s suite of advertising products are there to provide a holistic approach — from awareness down to bottom-of-the-funnel marketing. 

Learn more about how to build your cross-device strategy with eBay. Connect with our ad sales team.

eBay Commerce Network Ankündigung

vielen Dank für Ihre partnerschaftliche Zusammenarbeit mit dem eBay Commerce Network.  Wir haben im Verlauf der letzten beiden Jahrzehnte mit großer Zufriedenheit beobachten können, wie sich unsere Plattform stetig weiterentwickelte. Wir sind in erster Linie darum bemüht, unseren Kunden auch weiterhin die besten Verkaufs- und Einkaufsmöglichkeiten zu bieten. Aus diesem Grund konzentrieren wir uns verstärkt auf Geschäftsmöglichkeiten, die in Einklang mit unserem zentralen Marktangebot stehen, und wir müssen Ihnen leider mitteilen, dass wir das Händlerprogramm eBay Commerce Network am 1. Mai 2019 beenden werden. Wir arbeiten daran, unser Werbeportfolio im Verlauf von 2019 auszuweiten, und hoffen, dass Sie daran interessiert sind, sich mit unseren erweiterten Werbemöglichkeiten für unsere Kernmärkte und mit den Möglichkeiten unseres Partner-Marketingprogramms vertraut zu machen.

Fragen und Antworten

Frage: Warum beendet eBay das Händlerprogramm eBay Commerce Network?

Antwort:  Diese breit koordinierte Umgestaltung der Marktaktivitäten dient dazu, die Kerngeschäfte von eBay zu stärken, und macht es erforderlich, den Schwerpunkt von Third-Party-Werbung auf First-Party-Werbung zu verschieben.

Frage: Was bedeutet das für Kunden des eBay Commerce Network?

Antwort: Am 1. Mai 2019 werden alle Werbeaktivitäten des eBay Commerce Network beendet. Händler erhalten ab diesem Zeitpunkt keinen Traffic und keine Käufer mehr von unserem Publisher-Netz.  Publisher erhalten keine Warenbestandsinformationen mehr von unserem Händlernetz und werden nicht mehr für Weiterleitungen belohnt.

Frage: Plant eBay, das eBay Commerce Network zu ersetzen?

Antwort: Nein. Wir empfehlen unseren ECN-Händlern jedoch, von Anzeigenund anderen Werbelösungen für unsere Kernmärkte Gebrauch zu machen, um größere Sichtbarkeit bei eBay zu erzielen. Wir raten ECN-Publishern, im eBay Partner Networkmitzuwirken, das den Zugriff auf mehr als eine Milliarde Angebote bei eBay ermöglicht.

Frage: Kann ich weiterhin auf meine Statistiken zugreifen?

Antwort: Sie können bis zum 28. Juni 2019 auf das Publisher Account Centerund das Merchant Account Centerzugreifen. Die mittels FTP gesendeten Statistiken bleiben ebenfalls bis zum 28. Juni 2019 verfügbar.Bitte laden Sie alle Statistiken oder Kontoinformationen vor dem 28. Juni 2019 herunter.

Frage: Welche Schritte sind während dieser Übergangsphase von mir erforderlich?

Antwort:

Für Publisher:

  1. Entfernen Sie nach dem 1. Mai 2019 alle ECN-Daten und Kennzeichnungen von Ihren Websites.
  2. Deaktivieren Sie Ihre API- und Feed-Integrationen für ECN.

Für Händler:

  1. Stellen Sie nach dem 1. Mai 2019 keine Händlerinhalte mehr bereit.
  2. Bezahlen Sie alle noch offenen Rechnungen (falls zutreffend).

 

Frage: Muss ich mein Konto im eBay Commerce Network löschen?

Antwort: Nein. Der gesamte Traffic endet automatisch mit Wirkung vom 1. Mai 2019.

Frage: Steht der Kundenservice auch nach Beendigung des Programms noch zur Verfügung?

Antwort:Ja. eBay überprüft und bearbeitet bis zum 28. Juni 2019 alle E-Mails mit Supportanfragen.

Publisher sollten Supportanfragen an publishersus@ebaycommercenetwork.comsenden.

Händler sollten Supportanfragen an merchantsupport@ebaycommercenetwork.comsenden.

Frage: In meinem Händlerkonto ist nach dem 1. Mai noch ein Restbetrag vorhanden. Wie erhalte ich eine Rückerstattung?

Antwort: Wir beginnen Mitte Mai 2019 mit der Bearbeitung und Erstattung von Restbeträgen. Die verbleibenden Beträge werden über die ursprüngliche Zahlungsmethode zurückerstattet. Falls Sie die Zahlung manuell durchgeführt haben, wenden Sie sich bitte an den Kundenservice. Sie benötigen dabei Ihre Händler-ID und Ihre PayPal- oder Bankinformationen.

Frage: Wann werden die Publisher-Erlöse für Weiterleitungen im April ausgezahlt?

Antwort: Die Zahlungen für April erfolgen bis spätestens 1. Juni 2019.