Programmatic isn’t just for bold brands anymore — it’s making inroads on e-commerce sites, including eBay, which will conduct its own “test run” in February.
“Online marketplace eBay is to run an ad trading experiment next year which will see it cease all regular ad deals to focus solely on programmatically traded campaigns for one week,” notes Jessica Davies of The Drum.
Phuong Nguyen, eBay’s head of advertising, explained that eBay is working with a variety of clients to set up the experiment and hopes it will bring the global auction and buying site up to date on knowledge and best practices when it comes to programmatic.
“Certain parts of the industry, such as the agency trading desks for example, really understand the benefits of programmatic, and therefore are excited about accelerating what they ultimately believe will be the industry’s destiny,” Nguyen said. “Where we will likely see the most interesting insights from the experiment is around what happens with the traditional buying media agencies. How will they think about either engaging with eBay advertising or engaging with their trading desk as this experiment runs?”
For the entire week-long run, eBay advertisers will be restricted to buying ad inventory (about 1.5 billion weekly impressions) using its programmatic technology.
Nguyen himself is willing to bid on the project.
“I’m hoping not only to accelerate the innovation in the space, but to try and see how businesses transform. I think there is a really interesting business transformation story that will come off the back of this experiment.”
Ultimately — though the trial test is limited to the UK — eBay’s global advertisers will be watching carefully to gauge potential changes down the road.
eBay is also believed to still be conducting trials to determine if it can make video ads a viable revenue format for the site.