Newly separate eBay Enterprise Marketing Solutions makes its first spinoff
09.12.2015 381 views
The latest is eBay Enterprise Marketing Solutions’ sale of its display retargeting business to Ve Interactive, a digital advertising and onsite conversion platform technology company, for an undisclosed amount.
The display retargeting business focuses on audience-targeting data and strategies to help e-retailers acquire, engage and convert online shoppers, the companies said in announcing the sale Monday. Ve Interactive, a U.K.-based online marketing and advertising services provider with more than 10,000 clients, says it will continue to manage the client accounts it is taking over from eBay Enterprise Marketing Solutions and will retain the business division’s employees. Ve Interactive advises e-retailers on how to use data to personalize shopping, build brand loyalty and set up retargeting ads and remarketing emails to keep customers coming back.
For example, if a consumer leaves items in a shopping cart but remains on an e-retailer’s website, Ve captures the shopper’s data and sends a message asking if the shopper wants to complete the purchase; after a shopper leaves the site, Ve enables a message to pop up on the shopper’s screen to ask if help is needed, according to the company.
“This transaction led by Ve North America will help accelerate Ve’s growth to combine targeted high-performing advertising solutions with uplifts from website performance software,” said Stephen Polinsky, chief operating officer of Ve Interactive North America.
Michael Jones, CEO of eBay Enterprise Marketing Solutions, presaged a realignment when he told Internet Retailer at the time of the company’s spinoff Nov. 4 that his focus is on building a performance marketing company comprised of affiliate, display and search and social marketing.
“I look at affiliate marketing as representing the Holy Grail of digital marketing—a true performance marketing piece,” he said.
Jones says he intends to expand the affiliate-marketing business to a model in which online retailers pay affiliates or marketers only when they drive sales to the retailers.
EBay Inc. in July sold eBay Enterprise for $925 million to a group of investment companies, which spun off the divisions into four companies: Magento Commerce; eBay Enterprise Marketing Solutions; the customer relationship division, acquired by Zeta Interactive; and the former eBay Enterprise services division.
Source: Internet Retailer