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BizReport : Advertising : February 14, 2007


Ad testing on eBay sites is successful

In an effort to increase buying activity, eBay has been testing Yahoo search advertising on auction item pages.

by Helen Leggatt

The trials follow on from eBay’s 2006 deals with Yahoo and Google, forged to ensure eBay users had access to top class search tools.

While some sellers thought that advertising on their item pages might decrease traffic and sales, recent testing in the U.S. has not found this to be the case.

Meg Whitman, president and chief executive officer, eBay, said, "Yahoo offers an engaged online audience, which drives massive traffic through its rich consumer content and premium services. Working together, we can create more exposure for our properties, which in turn makes them more valuable to our users."

eBay also plan to test search ads on their international sites in the next week, using Google’s search engine.

"This partnership with eBay provides us with a great opportunity to further extend our sponsored search and graphical advertising reach to one of the largest and most active communities on the Web," said Terry Semel, chairman and chief executive officer of Yahoo, at the announcement of the deal last year.






Tags: display ads, eBay, Google, search, search advertising, Yahoo








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