LiveRamp to boost eBay Classifieds in post-cookie era

eBay Classifieds Group UK, which encompasses Gumtree and Motors.co.uk, has signed a major deal with LiveRamp to implement its Authenticated Traffic Solution (ATS) in a drive to improve its data-driven marketing capabilities ahead of Google’s planned axing of third-party cookies.

It is claimed that Gumtree has over 11.60 million unique users every month and who want to waste less, share more and connect with their local community across a range of categories from jobs to cars and properties to community events.

It is hoped that the partnership with LiveRamp will boost this engagement to create a more personalised advertising environment across Gumtree and Motors.co.uk and enable brand marketers to deliver highly addressable campaigns which are contextually relevant and privacy-focused across the group’s inventory.

LiveRamp insists its ATS provides publishers with the ability to offer marketers a more efficient way to reach their customers and measure campaign outcomes.

eBay Classifieds Group UK commercial director Simon Sarahs said: “Gumtree UK has a highly engaged user base, with in-market consumers interacting with each other to trade via our platform. As such, we’re ideally positioned to provide advertisers with the necessary reach to address their customers in a data-driven way, without a reliance on third party cookies.

“We plan to build on this user focus across Gumtree and Motors.co.uk through our partnership with LiveRamp to offer the best possible customer experience – for both users and advertisers. This means showing relevant, high-performing ads that use accurate targeting methods and which enhance campaign metrics for buyers in open marketplaces.”

LiveRamp senior vice-president of addressability and ecosystem Travis Clinger added: “eBay Classifieds Group sought a solution that prioritises its users and their privacy, while maximising the addressability and value of its inventory across multiple markets.

“By integrating ATS, publishers are able to increase the value of their inventory and consequently unlock new revenue streams to enable reach on authenticated ad inventory across the open marketplace.”