EBAY · 10-Q · 2026Q2 · Full report

Advertising Demand Trends

EBAY INC · 2026-08-06 · Importance 26 · Surprise 24

eBay’s first-party advertising revenue increased during the three and six months ended June 30, 2026, supported by increased advertising penetration. Adoption improved and attribution changes enhanced eBay’s ability to convert first-party advertisements, increasing monetization. Advertising is primarily generated from seller fees to promote listings on eBay Marketplace platforms and third-party advertising fees.

Key facts

• Increase in first-party advertising revenue was driven by increased adoption and attribution changes that enhanced ability to convert first-party ads. source