PayPal Ads’ Big Retail Media Bet: Why Shoppable Ads Could Finally Work (And The Future of Commerce in an AI World)

Reporting from Cannes Lions, I sat down with Dr. Mark Grether, SVP & General Manager at PayPal Ads, to explore a different perspective on retail media, one that cuts through the constant stream of announcements and focuses on solving real advertiser challenges. We discussed why PayPal is choosing not to chase the latest product launch headlines and instead is doubling down on helping the market understand the unique advantages of its existing capabilities.We also dug into one of the industry's most debated topics: shoppable ads. Why have so many shoppable ad initiatives struggled in the past? What makes PayPal’s approach different? And how could identity, payments infrastructure, and changing consumer behavior — especially in an AI-powered world — reshape how brands reach and convert shoppers? Tune in for a fascinating conversation about the future of retail media, commerce, and customer acquisition.This episode is sponsored by Mirakl AdsTimeline[00:56] Dr. Mark Grether explains PayPal Ads’ biggest differentiator: transaction visibility across merchants and why that changes measurement.[02:11] Why advertisers struggle with fragmented retail media networks and the industry's growing need for simplicity.[03:30] The vision behind industry collaboration and creating a more accessible retail media ecosystem.[04:15] What makes PayPal’s shoppable ads different: identity resolution, payments infrastructure, and frictionless commerce.[06:05] How “storefront ads” extend a merchant’s storefront beyond their website and drive incremental customer acquisition.[07:34] The consumer experience behind shoppable ads and how collapsing the purchase journey can improve conversion rates.[09:47] Why AI and LLM-driven shopping behavior may increase the importance of shoppable ads for merchants in the future.Links & ResourcesFollow Dr. Mark Grether, SVP & General Manager at PayPal Ads, on LinkedInPayPal Ads Delivers Bottom-Line Growth Advertisers Can MeasurePayPal Unleashes the Power of Retail Media for Small BusinessesAscendant Network’s inaugural SHOWCASE upfront on Sept 2, 2026 in NYCI'm sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubCatch me at Cannes 2026, check out all my EventsSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn