Remember how EBay was testing out mobile ads back in 2012, and ultimately decided against them? Their execs felt that the revenue stream that came out of the in-app ads wasn’t worth the hassle behind-the-scenes, so the ads were removed. But it looks like they had a change of heart.

Instead of standard mobile banners, EBay is going to add native ads to their mobile apps towards the end of this year. Users will see these ads within the product feeds in the mobile apps, in addition to the home screen.

Execs are remaining tight-lipped as far as how the ads will appear, but are saying that the graphics will be flexible and will adjust in size to the screen of all devices. I’d say that’s more so a given – but great to know.

The in-app feature will only be directed at big brand advertisers, and is definitely not aimed at sellers. For now.

The first rounds of ads will run on EBays smartphone and tablet apps. What does that mean? Ads will be targeted to people based on their browsing behaviors. What’s more? You can expect EBay to further pinpoint ads by making use of their registered user data. That’s actually a really good thing, as it further personalizes the experience for its members.

After this, EBay will work on more contextual mobile ad placement that will be aimed at retailers and advertisers.

I have a good feeling about the direction EBay is taking with their in-app mobile ads. Let’s just hope they stick to it this time around.