US online retailer eBay has decided to share its huge user data with brands looking to build audience segments. This will help in targeting digital advertising content to buyers both on and off the eBay platform on behalf of third parties, consistent with eBay’s privacy policy.
According to Dave Martin, senior vice president of media at Ignited, a Los Angeles-based agency, eBay has compiled shopper segments like people looking to buy auto, clothing, music or books that advertisers can target by working directly with eBay’s sales teams.
“eBay is relatively new to this concept; hence, its audience segments are not quite organised yet. Having a very robust shopping data, eBay will now have to work hard to optimise this process,” believes Martin.
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