Brands will be able to more accurately identify their target audience
PayPal is introducing PayPal Ads ID, a tool for advertisers to help identify users based on verified commerce relationships.
Most advertisers will admit that identity solutions are often not much more than guess work and probabilistic signals, with research showing that only 21% of brands, agencies and publishers are ‘very confident’ that they accurately identify and reach their digital target audiences.
PayPal Ads ID looks to solve the barriers that digital marketers and retailers face when targeting their potential consumers. IP addresses, cookies, and Device IDs are all flawed when it comes to identifying the specific user.
The differentiator that sets PayPal Ads ID apart, however, is that it collects data and browsing behaviour from across the PayPal ecosystem and constructs signals that are verified and consistent across sessions, devices and browsers.
“Identity is the foundation everything else in advertising is built on. For too long, that foundation has been guesswork,” said Mark Grether, senior vice president and general manager, 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.”
Users don’t just use one device, one IP address, or one browser. But this new tool can give advertisers a deeper understanding of their audience profile, as PayPal Ads ID is built on over 25 billion transactions across 400 million PayPal and Venmo accounts.
Commerce and engagement signals are combined through the PayPal Transaction Graph, and advertisers can gain insights into the consumer’s shopping and buying journey across tens of millions of merchants.
For advertisers, the feature will offer an unprecedented level of tracking for enhanced audience targeting, so that campaigns can be tailored and created with accurate, verified data, grounded in purchase intent and outcomes.
