One of the oldest business of the web, eBay sold advertisement business to a new owner. The company sells its ads business to Adevinta of Norway for $9.2 billion to create the largest online classifieds firm of the world. In the age of Facebook and Google, classifieds are not exactly an enormous business: According to the Interactive Advertising Bureau (IAB), they made up just around three percent of the $125 billion internet ads market in 2019.
— Reuters Business (@ReutersBiz) July 21, 2020
IAB is the international industry body for digital advertising. However, formally Craigslist and the firm that became eBay classifieds stands among the major advertising platforms on the innovative World Wide Web (WWW). eBay Classifieds Group took its business start around twenty-five years ago – just as CNN Interactive (now working as CNN.com) went online and eBay brought to life as AuctionWeb.
We’ve agreed to acquire @ebay’s Classifieds Group. We’ll be the world’s largest online classifieds company, with leading digital marketplaces in 20 countries, reaching 1 billion people and with 3 billion average monthly visits. More: https://t.co/7lxVZwJOvU #acquisition #ebay pic.twitter.com/dmNPXG9Irz
— Adevinta (@Adevinta) July 21, 2020
The classified’s business of eBay named DBA. It is a famous Danish all-classifieds newspaper that is underway publishing in the 1970s. Moreover, it tried its hand with the inexperienced web in 1995 a few months after the Guide of Jerry and David to the World Wide Web became Yahoo. eBay acquired DBA in 2008 to form eBay Classifieds Group.
Whereas, classifieds were never central to eBay’s e-commerce ambitions: Classifieds brought revenue of only $248 million in the 2020 first quarter, or just more than ten percent of the firm’s total.
A meaner, slimmer eBay
The sale by eBay is among the strategic review it declared in March 2019 under pressure from modern investors like Elliott Management. In November, eBay sold StubHub to Viagogo in an agreement of $4 billion. However, Adevinta supposedly beat private equity company Prosus and Blackstone, part of South African media firm Naspers, in the sale of classifieds groups of eBay, which includes Motors.co.uk, Gumtree, and Australian Autotrader.
eBay will be going to receive around $2.5 billion in cash and 540 million shares of Adevinta, or almost forty-four percent of the worldwide online classified’s specialist as part of the transaction. That will give eBay continued revelation to the classified advertisements business while producing cash.
Jamie Iannone, the CEO of eBay, stated on Tuesday that the sale creates short-term and long-standing value for customers and shareholders while letting them contribute to the future potential of the classifieds business. Iannone replaced David Wenig as eBay’s CEO in April.
Adevinta started trading on the Oslo Stock Exchange last year, and on Tuesday, its shares upsurge thirty-two percent after news of the deal. Schibsted, a Nordic digital media & e-commerce firm, spun off Adevinta. Schibsted started a publishing newspaper in the nineteenth century.
The revenue of Adevinta plunges sixteen percent in the 2nd quarter, compared to the same duration the previous year, because of the impact of the COVID-19 pandemic.