Dr. Mark Grether’s Post

📰 ICYMI: PayPal to Launch New Advertising Platform Leveraging Commerce Data PayPal recently announced plans to build its own advertising sales business, enabling merchants to reach its substantial consumer base with personalised offers powered by commerce data. The new platform aims to enhance product discovery for consumers while driving advertising performance for merchants. Zitcha CEO, Troy Townsend, shared his perspective on the significance of this move: "PayPal's decision to launch an advertising sales business that draws on its extensive data sets can only help drive awareness and education of retail media. This move signifies a changing of the guard in the face of cookie depreciation. Retail transactions are becoming the new cookies for brands wanting to more effectively leverage their marketing budgets while getting a much clearer view on measurement and return on advertising spend through closed-loop reporting. Paypal will bring a new dimension of how brands can buy media across discovery and alongside other channels such as Google and programmatic." To spearhead this initiative, PayPal has appointed Mark Grether, formerly of Uber Advertising, as SVP and GM of PayPal Ads, and John Anderson, previously at Plaid, as SVP and GM of its Consumer Group. As the digital advertising landscape evolves, PayPal's entry into the retail media space underscores the growing importance of first-party commerce data in driving effective marketing strategies. It's a game-changer that will push the industry to innovate and continue to deliver more value to all stakeholders. Welcome to the party, PayPal! 🎉 #retailmedia #ecommerce #adtech #martech #advertising #news #zitcha

Following in the steps of JP Morgan Chase who announced last month that they were entering the advertising game, PayPal is now also launching their own advertising network. PayPal will use the data from the roughly 400 million quarterly customers on both PayPal and Venmo to help companies find and target the people who are buying things using their data. They will also use purchases from brick and mortar stores from people using their PayPal credit cards. Which advertisers could benefit from this platform - my best guess is that their audiences will skew younger (Gen Z and Millenials) and will be more urban - so if that's your target demographic, this could be a great fit for you to test. Currently the ads are on ebay and Zazzle but could expand to non-endemic placements. The person who will be leading this charge recently was able to take the data Uber held and create their successful ad division letting you advertise on Uber Eats, Uber cars, and in the Uber app - a few of the media placements that were not a part of the Google display Network. Another, slightly less recent, example of a company leveraging customer data is Kroger who now has Kroger Precision Marketing where you can target loyalty customers based on their buying behavior at Kroger stores via the Kroger App or their DSP. Needless to say, any loyalty program you join in today's digital world, your purchase behavior is being tracked and it is or will be soon, used to target you with ads. I don't think this surprises most people but is something to keep in mind if you think it's worth signing up for a 10% discount or not. Now the real question I have is will PayPal know what the random emojis people use for transactions mean? 🤑 💸 💳 💰 Read more here: https://lnkd.in/eDvb3wsH

In a groundbreaking move, PayPal is set to launch an advertising business utilizing the vast data from its 431 million users. Here’s what you need to know: • Data-Driven Advertising: PayPal will leverage its extensive transaction data to offer highly targeted ads, providing advertisers with precise audience insights based on purchasing behaviors. • Merchant Integration: This new service will seamlessly integrate with PayPal’s existing tools for merchants, including payment processing and risk management solutions, creating a unified platform for business growth. • Market Opportunity: With e-commerce booming, personalized, data-driven advertising is more crucial than ever. PayPal’s venture aligns with the trend of using first-party data to enhance marketing effectiveness. • Enhanced Customer Experience: By using its transaction data, PayPal aims to deliver more relevant ads, improving the shopping experience and boosting conversion rates for merchants. • Privacy and Compliance: PayPal will prioritize privacy and regulatory compliance, ensuring that data usage respects user trust and adheres to global standards. This strategic expansion not only diversifies PayPal’s revenue streams but also solidifies its position as a key player in the digital advertising ecosystem. It’s an innovative step that underscores the importance of first-party data in modern marketing strategies. 📈 Stay tuned for more updates! #PayPal #DigitalMarketing #Ecommerce #Advertising #BigData #FirstPartyData #CustomerExperience #Innovation #MarketingStrategy #BusinessGrowth

🥁 ICYMI: Managing Director Sean Crawford weighs in at The Drum about PayPal's new media networking offering. 🗣 Sean says: “It’s completely cross-market. People use PayPal across multiple retailers and, therefore, PayPal will, in theory, be able to offer advertisers insights across retailers, cross-leisure, cross-entertainment and so on. This is powerful. No existing retail media network can offer that scale, so PayPal instantly has a unique selling proposition and right to win in a crowded market.” Read more insights from Sean and his interview with Kendra Barnett, here. 🗞 #retailmedia #retailmedianetwork #paypal #medianetwork SMG

PayPal is making waves by launching its very own ad business! 🚀 With access to data from millions of shoppers, they're set to create a more personalized and efficient advertising experience. 🛒✨ This move could change the game for online ads. I'm interested to see how this goes! What are your thoughts on PayPal's bold new venture? Share below! 💬👇 #PayPal #AdBusiness #PersonalizedAds #DigitalMarketing #Innovation Read the full story on the Wall Street Journal here - https://lnkd.in/e9uQQsPv

PayPal is stepping into the advertising realm, and they are using your transaction data to do it. Leveraging its 400+ million users, the payments giant plans to use AI to tailor promotions to PayPal users and only charge advertisers when a purchase is made. PayPal intends to offer ads to existing PayPal businesses and non-endemic brands, leveraging its data for precise consumer targeting. This marks a new phase of the walled garden battle with a payment provider stepping into the ring, offering online and in-store transaction data for targeting. It won't be long until every large bank leverages its transactional data as a walled garden and a new revenue stream. I am curious to see the results of early adopters like eBay and how costs compare to Amazon and Walmart. What do you think about payment providers stepping into retail media? https://lnkd.in/ebqtrhq5

Continuing the topic of Black Friday, I was thinking about a challenge that might not be so obvious but is crucial for e-commerce businesses: Online Returns. While Black Friday brings in a lot of sales, it also leads to an increase in returns, which can be tough to manage. Efficient return processes are important to keep customers satisfied and loyal, but they can also put a strain on resources. It's something to keep in mind as we approach the busiest shopping season. I’ve shared more thoughts on this in our GoShopify WhatsApp channel. This week, we’re discussing key trends and challenges for 2025. I’ll leave the link in the comments if you want to check it out! 👇 #Shopify #BlackFriday #Returns #ecommerce #2025trends #challenges

Connecting with consumers for Black Friday in a different way #BlackFriday #LinkedInNewsUK "With Black Friday just around the corner, advertisers have a golden opportunity to connect with consumers who are increasingly open to seeing relevant ads, especially on retail and shopping apps. Our recent research (https://lnkd.in/eHtuDZhF) shows that 69% of consumers are less likely to pay to remove ads when those ads are targeted and engaging, and 55% find value in ads that introduce them to products they hadn’t considered. We also see that ads that really make purchases easier, for example leveraging store locators or direct to cart functionality, inspire purchases. "The growing comfort with data-sharing, particularly in shopping apps, speaks to the evolving value exchange that consumers now recognise and appreciate. With nearly half of UK and US consumers stating that relevant ads make shopping more efficient, Black Friday is more than just a high-spend day. For mobile advertisers, it’s a chance to leverage these insights and create meaningful connections with shoppers. “68% of consumers say relevant ads make them feel understood by brands, and by using data-driven, contextual ads that respect privacy and provide genuine value, brands can deliver tailored experiences that drive conversions and foster long-term loyalty."

‘How can I allocate my budget during November?’ is a question many customers ask. Considering the evolution of #blackfriday trends over the past five years, we can conclude that the effect of the #blackweek has gradually eased throughout the month. Knowing that users' purchase intent will increase in conjunction with the promotions, you should increase your digital investment on the following dates (next to each promoter's name you will also find the estimated % of sales generated in the sector during the promotions). Remember that impacting your users in active browsing will bring you #incrementalsales: doing this within the #openweb will give you more inventory scalability at a lower cost (taking into account that delivery costs will increase on the promoter channels):

⏳ Is your website ready for Black Friday? There's still time to make SEO-friendly updates—but the clock is ticking! 🚨 Why act now? Google works fast: Update now, rank in time for the shopping frenzy. Last-minute shoppers: Many start searching closer to the day. Quick wins matter: Tweaks to titles, meta tags, or headers can boost clicks instantly. Your to-do list: ✅ Update “2023” to 2024. ✅ Add "Black Friday 2024 deals" to your content. ✅ Highlight urgency & top offers. ✅ Ensure your site shines on mobile! Small changes = big results. 🛍️ Don’t miss out on capturing those eager shoppers! #blackfriday #ecommerce #blackfridaysale #seo