Open Market The Next $1B Commerce Media Business with PayPal Ads GM Dr. Mark Grether
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Apr 30, 2025 Dr. Mark Grether, General Manager of PayPal Ads and former leader of Uber's ad business, shares his insights on building a billion-dollar commerce media business. He discusses the four critical components for success and how advertisers can seize emerging opportunities. Mark reveals how AI is revolutionizing commerce media for brands and consumers alike. He also highlights PayPal's unique advertising advantage, leveraging extensive data to foster consumer trust while navigating the evolving landscape. Tune in for intriguing perspectives on the future of advertising!
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Building Uber's Commerce Media
- Mark Grether shares how he built Uber's $1B commerce media business within two years.
- The business focused on Uber Eats ads, right-side location-based ads, and grocery retail ads.
Keys to Commerce Media Success
- Commerce media needs to have purchase intent, scale, technology, and advertiser relationships to succeed.
- Invest in sales forces especially to build relationships with non-endemic advertisers.
Commerce Media Industry Consolidation
- Many commerce media networks struggle due to insufficient scale and monetization limits.
- Consolidation will occur to build scale and frequency appeals to advertisers.