eBay bolsters ad targeting services following Caci tie-up
eBay is bolstering the relevancy of its ad targeting following a tie-up with Caci, which will see contextually relevant ads brought to the platform. The auction site will use Caci’s geo-demographic segmentation tool called Acorn, to let advertisers run more granular ad targeting via the UK eBay site. The deal will see eBay introduce new levels of targeting for advertisers including demographic and contextual, which targets consumers in real time based on their activity on the eBay homepage, and their checkout and sign-out screens, as well as their keyword, category and item searches. Short and long-form targeting are already on offer, with shoppers sent ads that are relevant to the last category they have bid on, bought, searched for or viewed, while they can also be sent ads relevant to their shopping behaviour over the last 180 days. The Acorn tool, which launched in March, uses anonymous, aggregated public open data sources, which it then splits into six categories comprising 18 groups and 62 different demographic types including non-private households. Phuong Nguyen, UK head of eBay Advertising said: “This will enable brands to be even more sophisticated in the way they segment and target audiences on eBay in the UK, helping to deliver even more relevant campaigns for consumers and a better return for advertisers.” eBay users can choose whether they want to receive customised advertising on eBay, and on the sites of its advertisers.