PayPal is expanding into the digital advertising space with the launch of its new advertising platform in the UK. The service, called PayPal Ads, will allow merchants to target customers with personalized offers based on their actual purchase history across the internet, down to specific products and stock-keeping units (SKUs). This move capitalizes on PayPal’s vast trove of transaction data, giving brands a unique advantage in reaching high-intent shoppers.
The platform builds on PayPal’s Advanced Offers system, introduced last year, which enables merchants to deliver tailored promotions. The rollout will begin in phases, with UK consumers starting to see ads from July 2025. Mark Grether, SVP and General Manager of PayPal Ads—who joined from Uber in 2023—described the initiative as a game-changer for commerce. “In a world where shopping is agentic, invisible, and everywhere, PayPal’s consumer insights will help brands not just respond to demand but thrive,” he said.
PayPal’s entry into advertising positions it as a competitor to giants like Google and Meta, particularly in performance marketing. By bridging commerce and adtech, PayPal aims to create a must-use channel for merchants of all sizes. The company believes its first-party purchase data will offer unmatched accuracy in ad targeting, potentially reshaping how brands engage with consumers in an increasingly privacy-focused digital landscape.