How PayPal Ads Proves Retail Media ROI With Cross-Merchant Data | Cannes 2026 | AdExchanger

PayPal Ads' Mark Grether on what sets retail media networks apart, proving ROI and incrementality to CFOs, and the four factors that will define the category's future. Retail media has become one of the most crowded categories in advertising, and most networks share the same basic limitation: visibility into a single merchant's transactions. PayPal Ads is built differently, and that structural difference is the foundation of how SVP and GM Mark Grether thinks about the company's position in the category. At Cannes Lions 2026, AdExchanger Editorial Director Sarah Sluis sat down with Grether to talk about what PayPal Ads' scale actually enables, how it answers the budget-justification questions CFOs are asking marketers right now, and where he sees the competitive landscape in retail media heading next.

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