Unlocking Retail Media Unlocking the Power of PayPal's Advertising with Dr. Mark Grether
Nov 12, 2025
In this engaging discussion, Dr. Mark Grether, a leader at PayPal's advertising business, dives into innovative strategies that harness PayPal's unique transaction data from 400 million consumers. He elaborates on the future of commerce media amidst AI advancements and the importance of measurement and incrementality for retailers. Mark also addresses the shift towards commerce media over traditional retail, the role of offers and nudges in boosting conversion, and forecasts industry consolidation, positioning PayPal as a frontrunner in the evolving landscape.
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Transaction Graph Is A Unique Horizontal Asset
- PayPal's transaction graph spans 400M consumers and 30M merchants, giving it a horizontal view across commerce.
- That breadth is a unique, differentiated asset compared with single retailers or card networks.
PayPal Operates As A Commerce Network
- PayPal functions like a true network because it sits across many merchants and can run one campaign across them all.
- That enables measurement and attribution across merchants and recommendations for reallocating ad spend.
Ask Five Questions Before Building Retail Media
- Before launching retail media, ask what audience data you have, your revisit frequency, advertiser access, tech ease, and cultural appetite.
- These five questions reveal whether a retail media effort can scale or will plateau after the honeymoon period.