PayPal Plans to Launch Ad Platform Relying on User Data

Paypal logo
Photo by Muhammad Asyfaul on Unsplash

Online payments giant PayPal is looking to take advantage of the valuable data users generate while using its platform. The company recently announced plans to launch an advertisement platform that would rely on user data.

To build its ad business, PayPal will analyze the data steaming from the purchases of its users as well as their other spending habits on services like the mobile payment app Venmo. By doing so, it can offer businesses better advertisement opportunities and help them target customers who are more likely to purchase their product.

According to PayPal, its ad business will allow merchants to “sell more product” while enabling consumers to “discover more of what they love.”

The company hired Mark Grether, who previously helped Uber to launch its own ad platform, to serve as senior vice president and general manager of the PayPal Ads division.

“If you’re someone who’s buying products on the web, we know who is buying the products where, and we can leverage the data,” Grether told The Wall Street Journal.

PayPal already ventured into ad business earlier this year with its Advanced Offers program. Through this program, businesses were given the opportunity to target PayPal users with special offers and promotions while only paying for the ad placement if they received a purchase.

Ron B
Ron studied law but realized he’d much rather work in a profession that makes him happy and decided to become a writer. He now writes mostly about sports, business, stocks, and politics.