eBay Enterprise announced on Wednesday it had been granted exclusive access to eBay Marketplace data for the purpose of gaining insight to apply to its display advertising solutions for enterprise brands and retailers. The exclusivity gives it an advantage over other marketing agencies to better target customers.
The announcement comes in advance of eBay spinning off the eBay Enterprise unit.
eBay had announced in September it would split with PayPal and then made the surprise announcement in mid-January that it would also explore a full or partial sale – or IPO – of eBay Enterprise. eBay CEO John Donahoe said during a conference call with Wall Street analysts it was clear that Marketplaces and Enterprise had “increasingly divergent opportunities.”
eBay Enterprise’s head of Global Display Glenn Fishback issued a statement on Wednesday about the agreement, saying he was excited about his company’s differentiated display offering. “This solution incorporates our exclusive ability to utilize insights from eBay Marketplace data. This means our clients can better reach their customers with personalized display advertising across the web, social, and geo-targeted mobile, increasing their return on marketing investment and optimizing campaign conversion rates with behavioral insights based on shopping behavior.”
He continued, “eBay Enterprise also directly delivers media programmatically to ebay.com websites. Advertising placed directly on eBay.com and eBay mobile applications are managed by Triad Retail Media. eBay Enterprise partners with that organization to solve clients’ marketing needs on those platforms.”
It’s possible we’ll see more of these types of deals between eBay Inc.’s business units before eBay gets chopped up.
