eBay trials pop-up advertising

Online auction site eBay will trial pop-up advertising banners over the coming weeks.

The ads will appear when customers leave the company's home page, and will be frequency capped to limit the number of times each user sees them.

A posting on eBay's general announcements board confirms that the ads will "link to merchandise or services on eBay or on other sites".

By way of explanation, the site adds: "We believe that, when properly used, this tool can help retain users who are flowing from eBay's Home Page out to the internet. The primary goal is to offer compelling reasons for buyers to return to eBay to bid and buy the items listed by the community of sellers."

eBay's UK arm has no plans to trial pop-up adds at present, a spokeswoman said.