PayPal announced the launch of PayPal Ads ID, a revolutionary advertising identifier designed to solve the digital advertising industry’s long-standing identity crisis. By grounding audience identification in verified commerce relationships, PayPal is moving the industry away from the unstable world of third-party cookies and fragmented device IDs toward a more deterministic future.
Ending the Guesswork in Digital Advertising
For many years now, it has been difficult for marketers to connect with their target audience. According to recent data from the marketing industry, 21% of the brands and agencies have confidence in themselves to accurately pinpoint and connect with their desired consumers through digital marketing. The current approaches that are being used in order to connect with consumers, such as cookies, device IDs, and IP addresses, have inherent problems.
PayPal Ads ID solves this by utilizing aggregated, consented signals derived directly from the PayPal ecosystem. Because these signals are linked to the accounts consumers use to spend money on PayPal and Venmo, the identity layer is deterministic rather than probabilistic, remaining consistent across browsers, devices, and sessions.
“Identity is the foundation everything else in advertising is built on. For too long, that foundation has been guesswork,” said Mark Grether, SVP & GM, PayPal Ads. “PayPal Ads ID changes that. When your identity layer is built on verified commerce relationships, you’re no longer estimating who someone is, you’re reaching them with confidence. That is the PayPal Transaction Graph at work.”
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Driving Performance Through Commerce-Grade Identity
Through its ability to leverage the PayPal Transaction Graph, which combines insights from more than 25 billion transactions from 400 million+ active PayPal and Venmo users, PayPal Ads ID provides advertisers with three main benefits:
Improved Reach and Match Rates: In contrast with other methods that tend to become ineffective at the time of activation, PayPal Ads ID delivers consistent performance, allowing advertisers to enhance their match rates and ROAS.
Identity Across Devices: By identifying users based on the movements of money and not the ephemeral browser-based identifiers, PayPal Ads ID helps advertisers avoid duplicate exposure while ensuring that the brand can identify users throughout the entire online experience.
Closed Loop Measurement: Since both the identity and transaction layers are now aligned in a single ecosystem, advertisers can track how their ad spend is affecting the actual purchasing behavior of their audiences.
Privacy-First Architecture
User privacy continues to be one of the key aspects of the PayPal Ads ID architecture. Individual users’ information is secured through encryption and aggregation processes. PayPal will not disclose any personally identifiable information, such as merchant names or detailed information about transactions. Consumers have explicit options available for managing the use of their information, thus allowing advertisers to get the advantages of commerce-grade signals with robust data governance in place.
Launching Partner Program
PayPal Ads ID is initially being released in collaboration with several pioneering technology partners, which include Magnite, PubMatic, Rokt, and Taboola. Integration of these solutions will include the open web, connected TV (CTV), native, and commerce channels. Thus, advertisers will be able to leverage a more reliable and consistent signal in the current media environment.
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