EBay to offer segmented shopping data to marketers

EBay is reportedly dividing up its data into shopping segments in a move to offer it out to marketers to help them target ads at consumers on non-eBay sites.

EBay: set to offer segmented shopping data to marketers
EBay: set to offer segmented shopping data to marketers

The online retailer has compiled shopping segments based on people looking for or buying clothing, music, books or automotive products, a senior media buyer revealed to Ad Week.

An eBay spokesperson told Ad Week the initiative is part of a strategy to "deliver more relevant, highly targeted digital advertising content to buyers both on and off the eBay platform on behalf of third parties, consistent with our privacy policy".

EBay’s move will put it in competition with Amazon, which already offers a similar service using its abundance of data to create shopping segments, while keeping individual customer names and buying histories anonymous.

The news comes after eBay last month rebranded its price comparison website, shopping.com, to the eBay Commerce Network, as it seeks to use its API to allow third-party publishers promote product listings beyond eBay-owned sites.

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