eBay Rebrands Ad Platform in Reaction to Google Shopping
By Ina Steiner
eBay, Amazon and Google keep stepping on each other's toes as they try to provide as many services and platforms to online merchants as they can. On Monday, eBay announced it was rebranding Shopping.com (affectionately known as SDC) to the "eBay Commerce Network," which allows merchants "highly targeted ad placements across our network of premium publishers."
The eBay Commerce Network is eBay's version of Google Shopping, which moved to a paid program last year. eBay's Shopping.com has been powering Microsoft's Bing Shopping site since 2011 - see this article from last year about merchants' experience with Bing Shopping.
The Shopping.com website will remain, but the rebranding move signals eBay's intention to become more aggressive in the advertising space - a bit ironic given its recent criticism of the effectiveness of paid search.
The new eBay Commerce Network describes itself as a "leading advertising platform offering merchants direct response advertising solutions across a network of leading publishers." In addition to offering merchants placement on Shopping.com and Bing Shopping, it offers placement on eBay, Cnet and The Find and, it says, "new granular bidding tools to promote key products and broaden selection on these leading publishers. With just a single campaign, a merchant can access the eBay Commerce Network's broad range of publishers."
eBay Commerce Network's merchant program operates on a Cost-per-Click (CPC) model, and rates vary by product price and category. The minimum budget to get started is $100.
eBay acquired Shopping.com in 2005 for $620 million when comparison shopping engines were popular, and the program now has 4,000 merchants.
Amazon is also expanding its ad services.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to email@example.com.
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