eBay

One of the largest global retail media networks, leveraging a massive first-party shopper dataset to compete with Amazon Advertising and Walmart Connect

eBay is a marketplace platform that offers a suite of advertising tools designed to drive traffic and boost sales for sellers.¹ Its core advertising product, Promoted Listings, increases product visibility by showcasing items in prominent placements across the eBay network, including search results, product pages, and the homepage.¹ The platform offers multiple ad formats: a cost-per-sale Standard tier where sellers pay a percentage of the final sale price only upon a completed purchase, an Advanced pay-per-click tier where sellers bid on keywords and pay per click regardless of conversion, an auction-specific promoted format, and display banner ads reserved for large brands and enterprise sellers and managed through direct engagement with eBay's advertising team.¹ On the ad tech side, eBay is building server-side advertising infrastructure to sell its own media inventory through a unified auction model in which no bidder receives preferential treatment, positioning itself as a transparent alternative to independent vendors.² As part of a broader shift toward advertising, eBay has brought its ad sales in-house and is focused on monetizing its shopper data and tech integrations to attract advertisers into more premium buys.² Third-party platforms such as Improvado can integrate with eBay's advertising data, aggregating it alongside other channels to standardize metrics and enable cross-platform performance measurement of figures such as ACoS, attributed revenue, and conversion rate.¹ Source 1: improvado.io — eBay Advertising: The Ultimate 2026 Guide to Ads & ... Source 2: digiday.com — How eBay is building server-side ad tech to chase ...