PayPal Ads has Landed - Big Doesn't Describe it. Learn more.

Christine Russo, founder and creator of What Just Happened, sits with Dr. Mark Grether, SVP and GM of PayPal Ads - a pivotal moment in PayPal's venture into advertising. Dr. Grether reflects on the rapid progress since joining PayPal six months ago, launching an advertising platform that leverages its vast network of 400 million active users and millions of merchants. This integration allows advertisers to capitalize on unparalleled transaction insights, optimizing ad effectiveness and consumer engagement. With over 225 billion transactions passing through PayPal's pipeline, Dr. Grether envisions this as a transformative opportunity in the e-commerce space. He emphasizes the differentiation of PayPal’s "commerce media" strategy, which unites transaction data across merchants to drive efficiency and impact in retail media.

Dr. Grether underscores the importance of AI in advancing PayPal Ads, with applications for personalized ad targeting and creative customization at scale. He discusses leveraging AI to tailor ads and offers, enhancing user experience while maximizing ROI for advertisers. This dual focus on consumer relevance and advertiser performance signals a shift toward maturity in retail media, with PayPal pioneering the transition to commerce media. Additionally, Dr. Grether highlights the role of platforms like Honey in capturing pre-purchase intent, further enriching the ad ecosystem. The strategy also aims to democratize advertising for micro-businesses by enabling them to compete with larger players using AI-powered tools.

The inclusion of small and medium-sized businesses (SMBs) on platforms like Venmo signals PayPal's commitment to serving diverse market segments. Dr. Grether envisions empowering "mom-and-pop" businesses through customized, impactful advertising solutions. PayPal's approach positions it as a leader in commerce-driven advertising, balancing technological innovation with user-centric principles. With the recent onboarding of major brands like Hugo Boss and Verizon, PayPal is poised for significant growth in this space. Dr. Grether’s outlook emphasizes that the venture is in its infancy, but the prospects are immense, with 2025 and beyond offering a promising horizon for innovation and market expansion.