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EBay Ads VP On The Push Toward Mobile Native, Viewable Guarantees

EBay posted a 6% revenue increase in Q1 to $2.1 billion. Marketing services revenue increased 19%, credited mostly to the transition to mobile ad placements. A total of 162 million global active users were responsible for transacting nearly $9 billion on mobile devices in the first quarter, AdExchanger reports. "Like Amazon, eBay is a hotbed of mobile commerce data drawn mostly from logged-in users. EBay claims its app has been downloaded 314 million times globally, which is why it is prioritizing mobile and in-app native formats. Bridget Davies, VP and GM of eBay Advertising in North America, told AdExchanger: “We know that by 2020 nearly two-thirds of all display ads will be native and that engagement rates are 20-60% higher on native ads." Also, "EBay was among the first publishers to monetize mobile and in-app native ad formats via the DoubleClick exchange when Google first offered support for those units programmatically last November."

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