Marketecture: Get Smart. Fast. Episode 127: Mark Grether on What PayPal Ads Is Building
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Jun 13, 2025 Mark Grether, GM of PayPal Ads, shares insights on the unique advertising strategies evolving at PayPal. He discusses how PayPal harnesses data from its platforms like Venmo and Honey to enhance targeted advertising. Grether elaborates on the powerful concept of commerce media, integrating transaction data for innovative marketing campaigns. He also hints at upcoming innovations aimed at transforming shopping experiences. The conversation reveals the strategic advantages PayPal holds in the competitive market, highlighting its significant, yet often underestimated, influence.
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PayPal's Unique Commerce Data
- PayPal has transaction data from 400 million consumers and 30 million merchants across 200 markets, covering 25% of global commerce.
- This broad horizontal data gives advertisers a unique 360-degree view across merchants and consumer purchase behavior.
Ads Connect Finance and Marketing
- PayPal ads help CFOs gauge market share across all merchants and guide CMOs on where to allocate advertising budgets.
- They optimize incrementality across merchants, combining finance and marketing insights for better spend decisions.
PayPal Ads Go Off-Site
- Advertisers can run campaigns on PayPal, Venmo, and Honey or leverage PayPal's transaction data programmatically off-site.
- PayPal is expanding beyond its properties, enabling broad data-driven audience targeting via external programmatic partners.