Ebay Classifieds wants to help improve ad performance. For this purpose, the portal is already in partnership with Telekom’s subsidiary Emeteriq. More than 35 million users per month will generate an extensive and valuable set of transaction data. Emetriq offers data-driven online advertising solutions – and now wants to “fine-tune” the information from the classifieds portal, according to Service Provider Notice.
Emetriq claims to be the “initiator of the largest data alliance for the German advertising industry”: the Hamburg-based company aggregates data from leading websites and data providers into a data pool and offers advertisers access to over 90 active profiles and 600 market and buyer segments. Ebay’s classified ads have already “greatly enriched” its internal targeting proposition, according to Emetriq managing director Claas Voigt.
Advertisers need to receive information about purchase intent
The declared goal of the collaboration is to obtain highly comprehensive and precise so-called intent segments for programmatic advertising campaigns. “Intention”, shortened from the English “intention”, means information about the purchase intentions of target groups. This enables Emetria’s customers to reach the target group that is willing to buy. “Product interest data is very relevant to ad relevance and consumer interaction,” emphasizes Voigt.
Based on web traffic data for the 14 main categories and subcategories of the online classifieds market, Emetriq identifies statistical lookalikes in its internal dataset. This information is then provided to advertisers and media agencies in the form of branded segments, i.e. strategies for targeting marketing and sales budgets. In this way, your own target group should be expanded and you should address the stakeholders who already resemble your most promising clientele. Emetryq then delivers the branded Ebay listing segments exclusively to all common demand-side platforms – IT solutions that automate the purchase of ad space – to address the target audience.
According to Emetriq, the provision is fair and compatible with data protection. The cooperation is effective immediately. Data processing by Emetirq is now shown in the ad platform’s consent manager.