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EBay Set To Offer In-App Mobile Advertising
EBay has announced that it will open up its mobile app to brand advertisers at some point this fall.
“Now, for the first time, we’re giving you the opportunity to connect with eBay users throughout their entire shopping journey,” writes the company on its website. “eBay mobile advertising will be a native experience, beautifully integrated into the eBay app.”
The in-app ad product will be added to eBay’s current lineup which includes programmatic programs on eBay sites and via its private ad exchange, which leverage its audience data for targeting, as well as off-site advertising via an ad network of desktop and mobile sites and apps.
The company says it generated $20 billion in mobile commerce last year and that its app has been downloaded more than 260 million times globally.
Adding native-style mobile ad inventory will allow eBay to offer advertisers comprehensive exposure to users across eBay properties, whether they are logged in on the web, on the mobile web or on the mobile app. Because eBay’s ad targeting relies on account logins rather than cookies, it can target and track users across all devices using first-party data.
Ebay is not unique in this capability, of course, but with its app’s scale and usage — the company says users spend 150 minutes on its app per month — the new offering could appeal to brands looking to reach mobile consumers in a buying mindset.
Hat tip: Wall Street Journal