PayPal Becomes AdPal, Provides Access To Millions Of Users' Data

Data on millions of PayPal users should boost its new advertising business run by Mark Grether, who formerly led Uber’s advertising group. At least that’s what the company hopes as targeting signals vanish.

Grether joined the company Tuesday as senior vice president and general manager of PayPal Ads. He grew Uber Advertising into a $1 billion business with more than 500,000 advertisers globally. Prior to that, he supported Amazon’s ad business and also was co-founder and global COO of WPP’s Xaxis.

John Anderson also has joined as senior vice president and general manager of the Consumer Group. He spend a decade at Meta working in a variety of roles, such as head of product for Oculus, and headed a team of products and operations for its commerce, payments and risk department.

PayPal plans to build an ad-sales business on the data it has collected throughout the years. That means first-party data on purchases, spending behaviors and services, and will include data from its Venmo app. Venmo came with PayPal’s acquisition of its parent company, Braintree, in 2013 as part of its $800 million deal. 



The ad business will include PayPal Advanced Offers, a platform that uses customer data aimed at driving better advertising results.

The move gives PayPal advertisers access to highly targeted inventory that provides a combination of high-intent and lower-funnel traffic, according to Ben Riggle, managing director of North America at Channable, a data fee management tool. “Financial services companies have access to extremely valuable data and, in the case of PayPal, access to a large selection of diverse inventory, neither of which are fully monetized without an advertising network,” Riggle said.

Riggle said the move gives PayPal the ability to “participate in two parts of a sale by collecting advertising revenue and then collecting payment transaction revenue.”

PayPal could offer more advanced targeting than is typically possible through retail media, he said. Its Advanced Offers Platform allows for targeting based on purchases down to the SKU level and works as a pay for performance ad system, which Riggle believes will likely become more attractive for advertisers and help PayPal grow its advertiser base quickly.  

Chase launched an ad business in April that uses payment data to serve targeted ads across its digital platform called Chase Media Solutions, a new digital business that provides brands with the ability to connect directly with the company's 80 million customers.

Chase Media Solutions serves as a key conduit for brands, connecting them with consumers’ personal passions and interests. In turn, Chase customers benefit from personalized offers and the ability to earn cash back with brands they love or are discovering for the first time. The service relies on Chase's first-party financial data, institutional credibility and precise targeting capabilities.

4 comments about "PayPal Becomes AdPal, Provides Access To Millions Of Users' Data".
Check to receive email when comments are posted.
  1. Thomas Siebert from BENEVOLENT PROPAGANDA, May 30, 2024 at 10:14 a.m.

    PayPal's got blood on its hands for censoring and de-monetizing many doctors, scientists and independent journalists who were trying to warn Americans about the dangerous & unproven mRNA chemical injection. 

    Moreover, when I was working with a cryptocurrency client and connected PayPal to my bank, it was the PayPal connection that (allegedly) enabled hackers to steal $15,000 from me in two $7500 chunks. (Uncle Sam reimbursed me, but get this: If I wanted them to find out who stole from me, I would have to pay the government for the investigation!)

    The PayPal platform is both a politicized globalist entity seeking to punish those who don't adhere to the proven falsities of the current groupthink beliefs of our amoral-if-not-actually-insane ruling class, as well as a technologically untrustworthy money exchange. Use it at your peril. 

  2. Marcelo Salup from Iffective LLC, May 30, 2024 at 10:52 a.m.

    This is truly a game changer. PayPal must have some of the most personal, sensitive information around. How they anonimize it, monetize and ultimately obscenely profit from it will be amazing

  3. Ed Papazian from Media Dynamics Inc, May 30, 2024 at 12:03 p.m.

    Great. So if I buy a flower pot using AdPal the next thing I know I'll be getting tons of ads asking me to buy another flower pot. Just like Amazon does it. And even better, these offers  will come with ads. Wonderful.

  4. John Grono from GAP Research, May 30, 2024 at 7:52 p.m.

    What are the odds that "they" are serving ads to identities based on the data they have in their armoury.   Also what are the odds that the ad is sent to the person whether they are logged in or not.   That'll get the 'impression' count up.

Next story loading loading..