eBay Prepping Programmatic-only Experiment for UK Ads

ebay phoneeBay is planning an ad trading experiment in 2015 which will see the online marketplace cease all regular ad deals for one week, and instead focus on programmatically traded campaigns.

The experiment, which has already had brands including O2 sign up to be involved, will take place during the third week of February 2015, and represents a considerable milestone in programmatics rise to dominance.

During the week of the experiment, advertisers will only be able to buy ad inventory for eBays UK site using its programmatic technology, which will account for all 1.5bn weekly impressions the site serves.

The company recently re-introduced mobile ads after a two-year improvement process, integrating programmatic buying into the platform, along with cross-device targeting.