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I had a pleasant but brief chat yesterday with Christian Kunz, the man heading up eBay’s newly-announced international ad business .

The division, which will be headquartered in Bern, will oversee the management of advertisers' display and text ad campaigns across 25 international sites.

It will aim to further increase eBay’s already-rapidly-growing ad revenues; a small part of its business, but one that is successful enough already to have caused concern to some in its seller community.

But it certainly offers a compelling proposition to brands, considering the nature of the site’s audience and its international reach.

Kunz said its creation would allow eBay to deliver international ad campaigns “much more professionally”:

“We have already done international ad deals in the past, but this was an ad hoc effort and there was a lot of negotiation and coordination involved between different markets.

"We have now streamlined our processes and want to provide a seamless experience to advertisers and agencies. If there is a global product launch, a new movie or car coming out, we can now support these deals really effectively.”

According to Kunz, most of the display campaigns eBay will carry will be CPM-based, although exceptions might be made for some of its larger clients. The ads will be targeted using eBay's in-house software, and served in the majority of markets via Doubleclick.

Unfortunately, however, he wouldn't name any new brands eBay was talking to (existing clients include Royal Mail, Mercedes-Benz, Commerzbank and Fiat), or indicate how much demand there was for multinational, rather than local, campaigns (other than saying his team was “busy”).

Nor would he go into more depth around how results could be influenced by eBay users’ “high propensity to buy”, or the vast amount of e-commerce data it is able to glean from activity on its site. All this seemed slightly bizarre, considering that information would no doubt help its cause. It also begs the question: Is there a web company that’s less generous when it comes to sharing its data than eBay?

Nevertheless, the signs are good for the new business; eBay’s Q2 results (pdf) show its overall ad revenues grew by 183% year-on-year (although, predictably, there's no indication of value), and it can certainly offer something several big web properties are struggling to at the moment - an audience that's in 'buying mode'.

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Published 29 July, 2008 by Richard Maven

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Comments (1)

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Tsikes

Investigative reporting would be much more preferred. Go to the ebay discussion boards around the world to find out what ebay/paypal are REALLY doing!

Try investigating:

eBay rebels accuse eBay/PayPal over EBS fund “cover up”
http://www.itwire.com/content/view/19711/1103/

Anyone Up For A Little Investigating? This Could Be A Biggie!
http://forums.ebay.com/db2/thread.jspa?threadID=1000729087&start=0

Is ebay artificially Inflating It's Listings numbers? (comments, also)http://www.readwriteweb.com/archives/is_ebay_artificially_inflating_listing_numbers.php

stats on top 100 ebay sellers will amaze you! How many have quit ebay?
How low are the scores of those who remain?
http://sellerdome.com/

85 user comments: eBay Live: No Walk in the Park for CEO Donahoe
http://finance.yahoo.com/tech-ticker/article/28823/eBay-Live%3A-No-Walk-in-the-Park-for-CEO-Donahoe&comment_start=61;_ylt=AsZccBb9zYTsZtlLndpupepl7ot4#comments

ebay execs stock moves
http://moneycentral.msn.com/investor/invsub/insider/trans.asp?Symbol=EBAY

How about looking into ebay stats or the continually deleted ebay posts and threads which expose numerous questionable activities, including ebay's manipulation of ebay sell-thru rates presenting very skewed numbers to it's shareholders and users:

"Terapeak only counts core listings. But, they count the sold items from store.

In other words, lets say there were 1000 core listings for home and garden.

Now, lets say that 150 of them sold.

But, another 150 sold from stores.

Terapeak would show a total sold of 300 but only count the 1000 core items for the 30% sell through.

That is how ebay is showing such a high core sell through. I'm pretty sure medved does the same thing.

I discovered this a while back while checking out a competitor. It showed she had a 48% sell through but I was looking at the last 2 weeks sales and auction sales were closer to 20%. I discovered the total sold count included her store count but the total listings count was just her core count. I guess there is no way for Terapeak to split out the sales.

I have tested it with myself and two other competitors and it always comes up the same.

The seller in question had over 10,000 store listings. But, Terapeak only showed her having a total listing of 240 for the 7 days.

The total sales for those 7 days DID include the store items and was what the % was based on. So, yes, you can quote me.

I just checked again and it is still working that way.

The person in question was on vacation the 7 day period TP checked. So, it showed 100% sell through.

31 items and 31 sales.

Problem is there were 0 core listings and 31 store items sold out of over 8000 store listings. So, a sold store item is being equated to 1 core listing.

It does make ebay look good but it gives false figures to shareholders and sellers alike".

almost 8 years ago

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