With the elimination of third-party cookies in recent years, marketers and brands have had to hit the reset button. They are now racing to get creative with how to best track user behavior, connect with the right audiences, and build customer loyalty without falling behind. Fortunately, as the integrated advertising platform for one of the largest ecommerce marketplaces, eBay Ads' near decade in business has shaped us into experts on buyer behaviors and intent. The level of first-party purchase data we sit on allows us to put more power in the hands of advertising partners, and gives sellers—from the largest brands to independent entrepreneurs—the necessary shopping insights to connect with customers searching for items like theirs, align with trends, and transform the overall shopping experience.

Of the variety of first-party shopping data helping drive results for sellers and brands advertising on the platform, search data is some of the most insightful. Search data is a key signal of shoppers’ objectives, a unique lens into what they’re looking for in their own words. Brands report that search data has been instrumental in informing everything from marketplace diversification and inventory to advertising solutions like keyword strategies and bid rates based on competition. For example, Ultimate Products, a UK-based company selling branded kitchen and laundry products, stated it saw an increase of over 90% in sales growth in May 2022 YoY as a result of using eBay Advanced campaigns and getting involved in whole catalog coupons.

The eventual death of third-party cookies isn’t new, and first-party data has been a hot topic for industry insiders for years. But there remains plenty of work to do to plainly communicate to sellers and partners the immense benefits first-party shopping data can deliver. Together, aligned with eBay Ads’ tailored advertising solutions, we can create greater efficiencies to help sellers big and small amplify their products, connect with more shoppers, build broader brand awareness, drive quicker sales, and ultimately grow their business. At the end of the day, when our sellers succeed, we succeed, and we remain steadfast in our commitment to foster a seamless marketplace experience for sellers and shoppers through continued innovation, collaboration, and personalization.

Check out a few of eBay Ads' success stories here.