THE COOKIE HAS CRUMBLED… …NOW WHAT?

Scott Hendrickson Head of Sales and Customer Success shendrickson@ebay.com

PROPRIETARY & CONFIDENTIAL 2

THE IMPACT OF THE CROSS-DEVICE CONSUMER

• Mobile data usage is up 69% YOY

•  Average consumer uses 3.3 devices

•  The average HH has 10 devices

•  90% of purchase decisions are made on multiple devices

•  85% of consumers expect a seamless UX across all devices.

•  Spend on average 15%-20% more than existing customers and exhibit strong brand loyalty. Source: Forester 2015; Marketeo 2014; Source: NRF 2014 – Smarter Commerce Name-Dropper

Statistics

Start on a Smartphone 65% Continue on

a PC/Laptop

61% Continue on

a Tablet

4%

Start on a PC/Laptop 25%

Continue on a Smartphone

19%

Continue on a Tablet

5%

Start on a Tablet 11% Continue on

a PC/Laptop

10%

PROPRIETARY & CONFIDENTIAL 3

7AM

Entertainment for the commute

NOON

Catch up news & weather

6PM

Running errands on the way home

8PM

Unwinding with the latest shows

Tablet inventory, Facebook exchange

Premium desktop sites

In-stream video

Mobile applications and websites

THE MOST POPULAR SLIDE IN MEDIA…

PROPRIETARY & CONFIDENTIAL

3 methods for cross device tracking: •  User Authentication: Highest accuracy; limited to known customers •  Walled Gardens: Highest accuracy and scale; Analytics are aggregate •  Device Fingerprinting: Probalistic; Highest scale

IDENTIFYING PEOPLE NOT PIXELS

eBay Audience Platform 4

PROPRIETARY & CONFIDENTIAL

DATA VS. IDENTITY

Cookie 23095 •  Female •  IP address in San Francisco

Bay Area •  Reads about investing •  Likes cat videos

Matt •  Reads outdoor section •  Made 1 transaction in the

past year

Jim •  35 year-old college graduate

in San Francisco •  Buys upscale athletic apparel •  Shops Big Box stores •  Shops at night on tablet •  In market for a new cell phone

5

Inferred Data without identity •  Ad Networks •  Trading Desks

Identity without scalable data •  Portals •  Small e-com sites •  Newspapers

Data + Identity

Scalable Data Identity

PROPRIETARY & CONFIDENTIAL

A BALANCED MEDIA STRATEGY

Probalistic Media

Partners

First Party - Deterministic

Media Partners

CRM

•  Maximize your own first party data •  Email, Retargeting, Push, etc…

•  Maximize Deterministic Partners •  Look-a-like; intenders; in-market, Demo

•  Increase scale and efficiency with probalistic partners

•  Apply CRM and first party learning’s

THANK YOU For presentation or case studies: shendrickson@ebay.com