This launch is part of a wider push on personalisation by using online behaviour to engage shoppers across life stages. The New Mums targeting product, which breaks shoppers down into five groups, including ‘The expectants’, ‘New arrivals’ and ‘Tiny tots’, is the first part of of the eBay Advanced Targeting predictive offering. This tool is designed to better target consumers across life stages, seasonal events and shopper milestones.

Speaking to The Drum, Alessandra Di Lorenzo, commercial director at eBay Advertising UK, said: “Ebay’s ability to identify shopper segments dynamically means that our targeting is always up-to-date.

“We know that next year there will be a new set of new parents – and of course, once we have identified a ‘new mum’, we can continue to serve her relevant ads throughout the years.

“Over the next year, it’s our ambition to roll out 100 advanced targeting tools to help brands segment shopper groups more accurately and open the door to predictive targeting. These will be tied to specific life-stages, seasonal events and shopper milestones – such as ‘premium’ and ‘sales’ Christmas shoppers, ‘home-movers’ and ‘new car buyers’.”