Programmatic

1. Proprietary + Confidential
February 6, 2020
Proprietary +
Confidential
ebayadvertising.com
Re-Imagine
the Intender
Parker Burgess
Head of Client Strategy & Insights, eBay Advertising
@ParkerBurgess15
@eBayAds

2. Proprietary + Confidential
Speed Scale Cookies Data Sources
What is Your Biggest
Data Challenge?
Proprietary +
Confidential
@eBayAds

3. Proprietary + Confidential
Precision Data Sources
It Starts With First-Party Data
Speed Scale Cookies
Proprietary +
Confidential
@eBayAds

4. Proprietary + Confidential
Re-Imagine
the Intender
Proprietary +
Confidential
@eBayAds

5. Proprietary + Confidential
Proprietary +
Confidential
Because of the content he engaged with, Ryan is
defined as a “in-market computer shopper” by a
traditional digital publisher (even though he’s not
actually in the market for a new laptop).
Meet Ryan.
Recently, he’s read/viewed:
A video on extending the battery life of his
laptop
A list of the best laptop bags for 2020
An article about HP’s Chromebook for Education
lineup
Proprietary +
Confidential
@eBayAds

6. Proprietary + Confidential
Proprietary +
Confidential
Meet Brandon.
In the last 60 days, Brandon:
A third-party data provider includes Brandon in
their “in-market consumer electronics shopper”
audience segment (even though he bought a laptop
three weeks ago).
Searched “Microsoft Surface” on a top online
retail site
Proprietary +
Confidential
@eBayAds

7. Proprietary + Confidential
Proprietary +
Confidential
Meet Irene.
She is currently shopping for a laptop online
via popular eCommerce sites:
Browsed our “Laptops under $399” shopping
event
Viewed 6 laptops on the Daily Deals
page
Added a 13” MacBook to her watchlist but
not yet purchased
Based on her explicit shopping signals, Irene is a
true “laptop intender.”
Proprietary +
Confidential
@eBayAds

8. Proprietary + Confidential
Proprietary +
Confidential
Not All Intenders Are
Created Equal…

9. Proprietary + Confidential
Proprietary +
Confidential
How We Harness the
Data Makes a Difference…

10. Proprietary + Confidential
It Starts With First-Party Data
Speed CookiesScale
Precision Data Sources
Proprietary +
Confidential
@eBayAds

11. Proprietary + Confidential
Proprietary +
Confidential
It’s Time to Improve
How We Use Data
Proprietary +
Confidential
Question
Data Sources
Activate
Smart Audiences
'Real’
in Realtime
Test
and Learn
@eBayAds

12. Proprietary + Confidential
Proprietary +
Confidential
Questions?
Parker Burgess
Head of Client Strategy & Insights, eBay Advertising
@ParkerBurgess15
February 6, 2020ebayadvertising.com@eBayAds