Scott Hendrickson from eBay's presentation from the Digiday Agency Summit in Key Biscayne, Florida - October 26, 2015.

1. THE COOKIE HAS CRUMBLED…
…NOW WHAT?
Scott Hendrickson
Head of Sales and Customer Success
shendrickson@ebay.com

2. 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
Smartphone65% Continue on
a PC/Laptop
61%
Continue on
a Tablet
4%
Start on a
PC/Laptop25%
Continue on
a Smartphone
19%
Continue on
a Tablet
5%
Start on
a Tablet11% Continue on
a PC/Laptop
10%

3. 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…

4. 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

5. 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

6. 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

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