Ebay has launched the UK’s largest private ad exchange, allowing selected advertisers real-time access to highly targeted premium inventory.
The eBay Private Ad Exchange, built using Rubicon Project’s REVV Connect platform, will operate alongside the online auctioneer’s other ad-sales channels, which include its in-house sales teams and its automated platform for selling premium reservation based campaigns.
“eBay.co.uk has always been a popular destination for advertisers because they see the value in engaging with ‘purchase-ready’ consumers through our unique Online Retail Media platform,” says eBay UK head of advertising Phuong Nguyen. “Not only will the buying of inventory become more efficient, it will now become even more strategic thanks to unmatched levels of insight and real time bidding.”
The private exchange has already gone live in the UK and eBay is aiming for a wider European-wide rollout in the next few months.
“By marrying audience and behavioural data with their media through REVV Connect, eBay will help trading desks and their advertisers to target the exact segments they are most interested in reaching,” says Rubicon Project international vice-president and general manager Jay Stevens. “It is one of only a handful of publishers in the world who can do this on such a scale.”
At the end of last year, Rubicon Project released a study that 44% of publishers sell display inventory through real-time-bidding.
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