eBay

Major player in retail media and e-commerce advertising with one of the largest online marketplace advertising platforms globally

eBay is a global e-commerce marketplace founded in 1995 that has evolved to include a significant advertising business unit. eBay Advertising (formerly eBay Promoted Listings) provides sellers with advertising solutions to increase visibility of their products within the eBay marketplace. The platform operates as a first-party advertising ecosystem where sellers can promote their listings through various ad formats including Promoted Listings Standard, Promoted Listings Advanced, and display advertising both on and off eBay's properties. As one of the world's largest online marketplaces with hundreds of millions of active buyers, eBay's advertising platform represents a substantial component of its business model, generating billions in revenue annually. The company's AdTech offerings are primarily focused on performance-based advertising that helps sellers drive sales within the eBay ecosystem, while also expanding to offsite advertising through partnerships with major ad networks. eBay competes in the retail media network space alongside Amazon, Walmart, and other major e-commerce platforms that have developed their own advertising businesses.