EBay will begin allowing its proprietary customer data -- which has been used to drive sales by facilitating similar-item offerings -- to be used by advertisers looking to target their products to specific groups of likely buyers, says Stephen Howard-Sarin, eBay's head of digital display in North America. The plan, seen as a way for the e-commerce company to keep up with Amazon, calls for the data to stay in-house, Howard-Sarin adds.

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