Brands can use the new feature to track and ensure reach.
The California-based corporation moved a step closer to a digital media landscape without third-party cookies with the launch of eBay Advanced Audience Technology (eATT) in Europe. The new programmatic targeting system first rolled out in May in the US and is slated to be introduced to other markets.
eATT uses consumers’ user ID to identify them and helps advertisers target products based on their data and profiles. The new targeting approach will ensure that ads are served to the appropriate target demographic.
Mike Klinkhammer, eBay EU director of sales and advertising says, this method limits the experience of ads being served repeatedly after the product has already been purchased. Klinkhammer further added that the end of cookies could lead to a renewed focus on brand-building in digital advertising.
[3 minute read]