Name: PayPal Ad Executive Explains How Shoppable Ads Are Disrupting Retail
Uploaded: 2026-06-22T16:32:00Z
Duration: 7 min 10 s
Description: PayPal Ads SVP & General Manager Mark Grether discusses the launch of the power of transaction-based shoppable ad units. Grether explains how consumer shopping habits are shifting away from traditional search engines toward artificial-intelligence models, and why trust remains a critical factor for older demographics.

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PayPal Ads SVP & General Manager Mark Grether discusses the launch of the power of transaction-based shoppable ad units. Grether explains how consumer shopping habits are shifting away from traditional search engines toward artificial-intelligence models, and why trust remains a critical factor for older demographics. Photo: WSJ Leadership Institute

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PayPal Ads SVP & General Manager Mark Grether discusses the launch of the power of transaction-based shoppable ad units. Grether explains how consumer shopping habits are shifting away from traditional search engines toward artificial-intelligence models, and why trust remains a critical factor for older demographics.

PayPal Ad Executive Explains How Shoppable Ads Are Disrupting Retail

We're here with Mark Grether, who runs the ad business here at PayPal in the PayPal activation, which is amazing, 'cause it's like a real-life cafe.

Thanks so much for having us here.

No, thank you for having us. That's how this goes.

Yeah, but you kind of, you came to us, right?

Yes, yes. We came to you instead of making you come to Journal House. which is how we roll.

Thank you.

So, why don't we talk about the recent news that you had, because you have a lot of interesting data around what happened with Best Buy and Adorama and I thought it would be helpful for you to actually talk about the fact that you're getting into a new business, particularly around the ad space?

We started the advertising business about one half years ago, right? And first, it was really about building the foundations, building the data infrastructure, building out our media properties, building out shoppable ads. And now finally we brought everything together and saw now great results with Adorama, with Best Buy, where they spend advertising dollars with us, and then we can show based on our transaction graph the ROAS for them. In the case of Adorama, it was something like 7x, Best Buy in the same ballpark. And the interesting part is not just about showing them ROAS, it's also about showing them incrementality, right? How many new users actually were they able to get in touch? How many new users actually bought their products online? And again, we have all the data in what we call a transaction graph and also able to basically prove that the campaigns actually do work on hard facts, not just in cookies or on kind of lookalike modeled kind of attribution things. We really have the hard facts from a transaction dealer perspective.

So why as a marketer do you think I need to care about that? I mean, why do you wanna keep me in the same ad unit versus having me like come up The Wall Street Journal, click on the ad and not go away?

You know, that's a great question and what we're seeing is that actually fewer and fewer consumers actually go to a merchant website. And as a consequence, as a merchant, you need to be what the consumers are, wherever they are. And if you are in front of consumers, you need to make it so easy and so simple for consumers to transact. And the easiest way is to really create what we call our storefront ad, a shoppable ad unit. With one or two clicks, a consumer can actually transact. And from your perspective as a publisher, the good news is that the consumer in the old world would be exposed to, let's say a Best Buy ad, would leave The Wall Street Journal, and never come back. With the shoppable ad unit, the consumer actually buys, let's say the LG screen from Best Buy, but stays on Wall Street Journal and continue to read your articles afterwards.

I wanna actually pull back and not just talk about PayPal because I think one of the things that's interesting is that you're seeing sort of across the spectrum consumer behavior changing. So if I pushed you on insights that we should all know in terms of customer shopping behavior in general, particularly across demographics, what is it that we should know?

Yeah, we see data from about 400 million consumers, 30 million merchants globally. And there's one clear trend, which is this shopping journey that's no longer start in search. It actually starts within LLMs.

Well, right, 'cause nobody's actually looking at search anymore. What you're saying is that they're all looking through the lens of AI.

Exactly. They all start with LLMs, right? They made and dive deep a little bit in search, but most often they go from LLMs and then go directly to the merchants. They're almost kind of skipping over search.

So as a result, they're really only seeing the top three versus the way it used to be where you would see a whole list.

Exactly. And they struggle to be in the top three, right?

Yeah.

So the question for them is, how do I actually create awareness in LLMs? And also how do I create a trust that consumers now buy me if they're getting exposed to my brand in a very, very different way?

And so let me ask you another question. What is the difference in terms of people's shopping behavior across demographics? Like how is a boomer different from somebody in their 20s?

I would say the boomer is actually much more kind of, transacting much more on the spot.

Yeah.

Right? Much more, I would say impulse driven. That's also why, for example, our Venmo audience performs really well for advertisers getting front of these kind of new audiences, which actually are in the moment to spend money when they're engaged with Venmo, right? Versus for the older generation, trust is very, very key. And it becomes, again, key because they're now starting to think about, "Okay, I now need to also go into LLMs, but it's a new domain. How should I actually think about making purchases in such an environment? Who can I trust? Can I trust an agent? Maybe not, right? What do I use as a trusting intermediary like PayPal, right, to then continuously make purchases in such an environment?"

So would it be fair to say that, you know, the people who have money tend to be older, so for you, part of the challenge is to actually get behavior change for them to adopt these new tools?

I think we are surprised how much even the older generation who might, it's not, they don't feel old, right? And they-

No, none of us feel old.

No, none of us, right? And we are in the same segment, right? And we are leaning in, right?

Yeah.

We are actually already leaning in and we use those kind of new tools, but still in the back of our minds, we still need a little bit more trust component. We're a little more risk averse compared to a younger audience. And hence payment tools like PayPal are kind of important as a vehicle to transport trust between the LLMs and then the merchants to the consumers.

So my final question for you, because we are here at the Festival of Creativity, is what is the role of creative in the experience that you're describing?

I think actually the creative actually plays a more important role than I would say five years ago. Five years ago, it was all about audiences, audience targeting, reaching the right audiences. The creative however, still makes a big difference and I see it in two ways. A, with AI you can much more dynamically optimize the creative at scale. You can truly mass customize the creative through the different needs of the consumers. And as we spoke earlier about with shoppable ads, you can actually enrich the thing that you can do within the creative and build a whole storefront ad into the creative and therefore making it for the consumers a much more transactable ad unit. And so the combination of more flexibility in what a creative is for you as an individual consumer and also enriching the feature set of the creatives is definitely why I would say creatives have a little bit of a renaissance here in .

Well thank you so much and thank you for having us in your house.

Thanks so much for coming over.