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Link: PayPal readies advertising platform rooted in reams of transaction data

PayPal is getting into the ad business with plans for a new ad platform that will rely on the transaction data generated by its nearly 400 million active users. The payments company is pitching the offering as a way to help merchants sell more products and services while acting as a discovery engine for consumers. “Commerce and advertising are deeply connected, and we believe that the advertising platform we are building at PayPal will become a must-use marketing channel for merchants big and small,” said Diego Scotti, executive vice president and general manager for PayPal’s consumer business and global marketing and communications, in a press release. Central to the new offering is the company’s advanced offers platform which was announced in January. The platform analyzes nearly half a trillion dollars of transaction data with artificial intelligence to generate consumer insights and offer more personalized deals. With advanced offers, merchants pay for performance — not impressions or clicks — potentially making PayPal an attractive ad partner in the crowded media network space. #


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