Online marketplace eBay has selected Dentsu’s iProspect as its new global media agency after a formal review that began earlier this year. 

EssenceMediacom was the incumbent (Mediacom won the remit in 2019) and a spokesperson for the client earlier confirmed that the agency would be participating in the review. 

COMvergence projects eBay's 2024 media spend at $350 million, of which $175 million will be handled by the media agency while the remainder, earmarked for performance marketing is being handled by eBay in-house.

When the review kicked off in the spring the company stated that “In support of long-term growth goals, eBay’s marketing organization has embarked on a global transformation – moving from a decentralized market-based model to a more centralized model that provides global efficiencies. “ 

The review, the company added, was part of that transformation.  

As for the selection of iProspect, the company stated, “While we were very impressed with all the agencies who participated, iProspect stood out for their passion of the eBay brand and their strong operating model. Their support will be critical as we focus on full-funnel campaigns that are integrated throughout the entire buying and selling journey.  We look forward to working with the iProspect team in 2025 and beyond.”  

To the contenders, the company added, “We want to thank all the agencies who took part in the review process, in particular EssenceMediacom. We appreciate our long-standing relationship and are very proud of the accomplishments we have made over the years.”