eBay recently promised to remove third-party Product Listing Ads from its site, a move heralded by sellers who couldn't understand why eBay would send shoppers away to retail websites like Nordstrom in the first place.
eBay said it would replace the ads with eBay Promoted Listings from its own sellers.
"Sellers have asked for increased visibility and for removal of ads which take buyers off eBay," it explained. "With these changes, we are taking strides to provide sellers more opportunity to get added visibility and velocity for their items and to reduce competition from external ad sources."
But a new report from MediaPost
says eBay sees future growth of its advertising business coming from building partnerships with manufacturers that sell products on the marketplace.
The publication said, "In the coming months, eBay plans to release a product page with sponsored ad units that link to brand-specific pages. New offerings in native, search and sponsored placements will be integrated with tools to analyze the consumers' path to purchase and the brand's market share."
Is eBay is planning to give preferential treatment to brands? Will sellers of branded goods have opportunities to gain visibility through these new pages?
eBay said in its messaging to sellers that "Limited third-party advertisements will continue to be displayed." But why didn't eBay share the strategy it outlined to MediaPost with sellers when it announced changes to PLA ads in the recent Spring Update, and explain exactly what that would mean for sellers?
Sellers may be wondering, will eBay provide a level playing field for Promoted Listings ads?