Out with the old and in with the new. Users must say goodbye to PayPal as they know it. The payment service recently announced a huge change to its platform that will reach millions of consumers across the open web. Not only will you be able to receive and make payments on PayPal, but this huge change will enable you to make smarter media buying decisions. Sounds too good to be true? Well, here are the facts.
The huge change coming to PayPal’s platform
The payment service giant is broadening its horizons beyond its owned properties. On April 29, 2025, the company announced this huge change to its platform called Offsite Ads. It will be a new way of enabling advertisers to use the power of PayPal’s transaction graph to reach millions of customers across the open web via display and video advertising. Until recently, the company only sold advertisements that ran on its platform, but now it directs advertisers to targeted advertisements that appear on other publishers’ websites.
Offsite Ads is based on the company’s vast two-sided network that connects millions of merchants and customers, providing a new precision level to advertising enabling cross-merchant transaction discernments. They do all of this while respecting consumer privacy, so do not worry about the effects of data breaches.
While conventional methods rely on browsing behavior or probability models, the Offsite Ads function according to actual purchase data across millions of merchants. This allows brands to reach extremely relevant audiences based on real shopping intent, not just presumed interest. Relevant audiences can be reached on its platforms, including PayPal, the payment-sharing app Venmo, and the cash-back shopping tool Honey. The UK is already benefiting from off-site ads.
What does this change mean for advertisers?
The company collects data from 30 million merchants and 400 million customers. The programmatic change will assist advertisers in reaching a wider group of customers beyond its properties, giving PayPal more reach and the ability to compete for ad dollars going to huge social networks. This means, for the first time, advertisers will be able to leverage PayPal’s understanding of when and where people shop – across a wide range of categories — to inform smarter media buying decisions.
The company enables brands to connect with audiences in different and more relevant ways than conventional third-party cookie-based or contextual targeting approaches.
“With Offsite Ads, we’re helping brands engage the right consumers with the right message – beyond PayPal properties – and drive measurable business outcomes. It’s a fundamentally different approach from traditional ad platforms, built on actual cross-merchant purchase behavior rather than assumptions.” – Mark Grether, SVP and General Manager, PayPal Ads.
This major company is already a partner
The company reached a major milestone with this huge change. Its vision is to provide a more commerce-driven advertising environment that will benefit customers with more suitable experiences and assist merchants to expand their businesses across every touchpoint. Publicis Media has become the first agency partner offering offside ads, allowing advertisers to provide more precision, rigor, and performance.
“We’re committed to helping our clients gain a deeper, more complete view of consumer shopping behavior – not just within a single store, but across the entire retail landscape. PayPal’s transaction data unlocks a unique understanding of real purchase intent across categories and merchants. It gives advertisers a powerful new way to meet consumer needs, optimize their media investments, and ultimately drive stronger returns.” – Darcy Bowe, EVP, Head of PMX Partnerships.
Offsite Ads will be available via leading channels, enabling advertisers to create campaigns at large scale across premium websites, apps, and CTV environments, while ensuring seamless integration with existing media shopping methods. For more information on this huge change, have a look at the official press release from PayPal.