The new approach is being developed to help marketers build campaigns using eBay’s shopper data and insights.

As part of the offer, Ebay Advertising is building a team to offer insights on eBay customers’ buying behaviour and developing its own adtech stack to include advanced targeting segments.

To support the proposition, the company has appointed Publicis’ Geoff Smith as director of adtech and innovation, and Oli Knight as head of UK advertising. Phuong Nguyen has also been promoted to general manager of advertising EU, while Mike Klinkhammer steps up to become director of advertising sales EU.

The offer will be available across Europe through eBay Advertising’s UK and German teams.

Nguyen said: “This evolution of the eBay Advertising business is a strategic response to the rapidly changing and converging media and e-commerce landscapes. The industry is now realising the power and potential of digital shopper marketing. There are huge opportunities for brands to get closer to their customers and make a bigger impact.”