PayPal has launched its Transaction Graph tool, capitalizing on the retail media boom by leveraging extensive consumer data to enhance advertising capabilities. This tool segments audiences based on purchase behavior across PayPal's properties, including Honey and Venmo. Notably, it aggregates insights from 30 million merchants and 400 million consumers, offering advertisers a broader perspective on consumer habits. Its beta testing showed involvement from major brands, demonstrating PayPal's unique position in optimizing retail advertising, as it calculates market share and drives incrementality in spending across the retail landscape.
Transaction Graph enables PayPal to leverage a vast network of data, providing advertisers insights into consumer behavior beyond a single retailer's scope.
With 30 million merchants and nearly 400 million consumers, PayPal's understanding of purchase behavior is unrivaled, helping brands improve market share.
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