Rumor has it that eBay is going to be deploying its own PPC-based adveritising module based on Google's Adwords for its sites and that of Craigslist (of which eBay owns a percentage).
Displayed in each auction listing, the ads would of course be relevant to the particular item being sold or auctioned. Sellers may have the option to not include such advertising in their auctions. Sellers who choose to display eBay PPC advertising in their auctions will receive a percentage of that ad's revenue in the form of discounts applied to their auction lising fees. (Top that, Google. No funds dispersed.)
No word yet on whether I can advertise my used boxers in someone's listing of Joe Louis paraphernalia.
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