PayPal is making a strategic move into the advertising industry, utilizing the vast amount of data it collects from tracking purchases and spending behavior of its 400 million users. The digital payments leader is set to launch an ad business in hopes of unlocking new revenue streams and driving growth.
Leading this initiative is Mark Grether, a seasoned ad veteran who previously headed Uber’s advertising division. Grether will serve as the Senior Vice President and General Manager of the newly formed PayPal Ads division, responsible for developing innovative ad formats, managing sales efforts, and building a strong team to drive the project forward.
One of PayPal’s initial ad products, “Advanced Offers,” launched in January 2024, uses AI and user data to deliver personalized discounts and promotions to PayPal users at checkout. Advertisers are only charged when consumers make a purchase, making it a cost-effective option for businesses. The company plans to expand its advertising reach to include not only its own customers but also those who do not use PayPal for transactions, opening up opportunities for a wider range of brands to leverage PayPal’s valuable consumer insights.
PayPal’s move into advertising comes at a time when financial institutions are increasingly leveraging customer transaction data for targeted advertising. This trend could lead to higher ad rates, given the detailed consumer profiles that PayPal can offer.
Overall, PayPal’s foray into the advertising space signals a new chapter for the company as it seeks to diversify its revenue streams and capitalize on its extensive user base and data capabilities.