Ever more companies on the buy side want to partner directly with publishers.
Sell-side platforms (SSPs), ad networks, agencies, demand-side platforms (DSPs), retargeting networks and others have over the last year increased their efforts to gain visibility and direct inventory access. In a recent telling example, WPP Group's Xaxis programmatic platform absorbed 24/7 Media to strengthen its publisher ties.
Large digital commerce brands like eBay are well positioned to seize on this influx of interest, with their prodigious transaction data and inventory. But it requires a smart approach. The online retailer and auctioneer not only sells its own ad space, but through the nascent eBay Audience Platform has also used its dataset to identify audiences through open exchanges and property-specific inventory sources like Facebook. It uses an in-house data-management platform (DMP) to support that programmatic buying business.
"Historically direct advertisers have come in and consumed eBay's inventory," said Ad Operations Director Brian Brownie. "We recognized we needed to extent this, and the efficiencies based on the dataset and performance we're able to drive has driven healthy results for marketers and advertisers."
AdExchanger spoke with Brownie about the marketplace and eBay's strategy.
AdExchanger: How would you characterize the programmatic demand for eBay inventory, and how are you going to market?
BRIAN BROWNIE: We have been pressing hard to make sure the buy side understands that eBay has an immense treasure trove of first-party insights that can be combined into the programmatic space so that they can buy more effectively.
We're trying to evangelize this dataset to ensure the buy side can link the very exclusive data to the eBay inventory to drive value for the advertiser. We've gone headfirst into the market and pushed this approach eBay is taking around private marketplace. How can we push up the stack, get to a first-look opportunity so we can begin discussions around guarantees? That's been a major change over the last six months. The buy side is waking up and saying, "Yes, I would love try out the data set and get into a realm where I can have this first look capability, elevate above the open-market noise and get into a guaranteed space."