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New deterministic identity solution leverages 25 billion transactions to deliver accurate audience targeting without cookie dependency.
PayPal has launched its PayPal Ads ID, a unique identity solution that aims to revolutionize the advertising industry with deterministic identity resolution that is based on real commerce interactions. Different from the probabilistic methods traditionally used, this solution uses validated PayPal and Venmo accounts, allowing for extremely accurate targeting and audience recognition in the digital space.
Digital advertising industry faces a serious problem when it comes to identity. As stated in the 2025 State of the Industry report, only 21% of brands, agencies, and publishers have faith in their ability to accurately identify and reach out to target audiences through digital channels. Traditional identity solutions, such as cookies, device IDs, and IP addresses, lack reliability and fragmentation.
By contrast, PayPal Ads ID offers a novel method of identity resolution. This identity solution relies on aggregated signals collected in the PayPal ecosystem and maintains its integrity across browsers, devices, and sessions. Additionally, signal validation takes place during purchases.
The technology allows advertisers to target more audiences while achieving better match rates, identify identical audiences on different devices, and ensure true closed-loop attribution. Powered by 25 billion transactions from 400 million PayPal and Venmo accounts, PayPal Ads ID prevents advertisers from wasting their budgets on ads.
According to Mark Grether, Senior Vice President of PayPal Ads, “Identity is at the heart of all else in advertising. PayPal Ads ID disrupts that paradigm, and when your identity layer is backed by verified commerce relationships, you can confidently target audiences.”
PayPal Ads ID is designed with the privacy of consumers in mind through encryption and deidentification measures. The companies behind launch partners of the technology include Magnite, PubMatic, Rokt, and Taboola. Business Honor notes that PayPal's deterministic identity solution revolutionizes advertising by replacing unreliable cookies with verified commerce data, enabling accurate targeting and genuine consumer trust.
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