Essence and VivaKi signed for Programmatic Only Week
Selected agencies chosen for weeklong trial of programmatic trading. eBay Programmatic Only Week takes place from 16 – 22 February. The following week, eBay Advertising will return to its usual ad trading. eBay Advertising currently offers programmatic advertising via private and open exchanges.
eBay Advertising will use the week to shape its programmatic advertising strategy by gathering feedback on campaign performance, brand participation and operational process.
Phuong Nguyen, eBay Head of Advertising:
“We want to accelerate the industry understanding of what can be achieved when measurement, targeting and execution sit on top of a bespoke programmatic platform.”
“With 19 million purchase-ready active users, we’re perfectly positioned to make use of the real-time nature of programmatic advertising. We expect to see a real shift in how brands and buying agencies interact in a truly real time environment and I’m confident that we’ll see some creative campaigns that make use of the full potential of programmatic.”
Danny Hopwood, Head of Platform, EMEA at VivaKi commented:
“Programmatic is our preferred way of trading media as it combines audience insights and data analytics to drive efficiencies in campaign delivery. More and more of our clients are also seeing the value that programmatic offers to their advertising from both a cost and creative perspective. For programmatic to reach its full potential however we need both buyers and sellers to embrace it. eBay’s Programmatic Only Week is a great opportunity to do so and we look forward to more publishers following their example.”
Anna Stoyanova, Programmatic Director of Essence, commented:
“Smart brands realise that programmatic is fundamental to good digital marketing. We believe eBay Advertising’s Programmatic Only Week will provide a window into the future of the industry, a future where everyone benefits from more relevant advertising.”