So ebay Kleinanzeigen is a company that owns a website for classified ads. People can post classified ads there and search the website to buy things from classified ads. I suppose ebay has the exact same business model in various other countries. This is the German branch. Now the German word 'Kleinanzeige' means exactly classified ad.
Recently they renamed both their website and the company itself to just 'Kleinanzeigen'. To me this looks like a classic example of a trademark for common words as in this or this question and in their case this seems to be exactly a generic term. The name of the company is exactly what they sell. To me this means they shouldn't be able to get any trademark or copyright for that name. Anyone else offering Kleinanzeigen in Germany can just call them Kleinanzeigen because that is what they are.
Is that what happened here or do they have some other way to protect their company name? It seems very strange to me to deliberately rename the company to lose any trademark associated with it.