eBay.com has engaged a new company, Triad Retail Media, to sell and manage all on-site display advertising. This agreement will cover all advertising on eBay and eBay Motors in the US with the aim to give a more tailored package for advertisers and a better experience for eBay users.
eBay and Triad say that they will “display ads that takes customers “beyond the banner” and engages them with new brand experiences that are complementary to the eBay experience”. They’ll be creating banner ads where users can view content without actually leaving eBay, and the content will be category specific so it’ll hopefully be more relevant.
eBay say that the partnership will allow them to “integrate new experiences from popular brands and cross-category “content centers” – sponsored landing pages on eBay that will highlight seasonally relevant and interactive content, and inspire new purchases through integrated merchandising with eBay listings”.
The ultimate aim is to show users engaging content from brands that they already know and trust as well as opening up the eBay community to the advertisers.
This news is unlikely to sit well with fee paying sellers who regularly get annoyed with buyers being diverted away from their listings. However at least the new ads aim to delivery the content within eBay and not result in off site clicks, and of course eBay needs to generate profits. All this advertising revenue should (at least one can hope) keep eBay sellers fees down. We’ll wait for this years seller releases to see what happens there.