eBay’s classifieds unit has promoted a new ad network over Google’s after a 6-month test. eBay Classifieds is using adMarketplace to serve ads on its sites.
As a result of the testing, adMarketplace said it has replaced Google as eBay Classifieds’ primary search monetization partner and is now responsible for 98 percent of eBay Classifieds’ mobile and tablet search revenue.
AdMarketplace is no stranger to eBay, and its name might be quite familiar to long time eBay sellers. AdMarketplace started out years ago as eBay’s exclusive paid search provider, eBayKeywords.com. At one point, eBay sellers could run ads for their listings on eBay.com through the program, bidding for keywords for ad placements.
Over the past six months, adMarketplace has delivered monthly CTR growth of 10 percent for eBay Classifieds, which it said performed particularly well for advertisers in the pet, retail, automotive and real estate verticals. The CTR gains have resulted in a 49.8 percent increase in eBay Classifieds’ yield as measured by effective CPM.
Vince Meyer, adMarketplace vice president of business development, said, “We’re thrilled to be able to help the site deliver relevant, intent-driven results to users, as we continue to provide strong local performance to our advertisers.”