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 one of the world's largest e-commerce marketplaces, founded in 1995, connecting buyers and sellers across 190 markets globally. In the AdTech space, eBay operates a robust retail media network — eBay Ads — that enables brands, sellers, and agencies to reach its massive base of over 130 million active buyers with high purchase intent. Its advertising solutions leverage rich first-party transactional and behavioral data to deliver highly targeted campaigns across search, display, and offsite channels. eBay Ads offers a suite of products including Promoted Listings (Standard, Advanced, and Express), display advertising, and offsite ads powered by its proprietary data. The platform serves both small sellers looking to boost visibility within the marketplace and large enterprise brands seeking to reach eBay's unique, deal-savvy audience. eBay's first-party data advantage is particularly significant given the deprecation of third-party cookies, as its logged-in user base provides durable identity signals. In the broader retail media landscape, eBay competes with Amazon Advertising, Walmart Connect, and other marketplace-based ad networks. eBay differentiates itself through its unique inventory categories — including collectibles, refurbished goods, auto parts, and luxury items — and its highly engaged, intent-driven shopper base. The company has been investing in expanding its advertising capabilities, including programmatic access and enhanced measurement tools, to attract larger brand advertisers and agency budgets.