PayPal gre po poti Amazona in išče zlato žilo v digitalnem oglaševanju

Po več letih stagnacije, ko se je PayPal spopadal s počasno rastjo in upadanjem zaupanja vlagateljev, se obeta velik preobrat. Fintech, ki je pomagal definirati digitalna plačila, začenja z lastnim oglaševalsko omrežje PayPal Ads Managerin tako odpira vrata povsem novemu poslu. Cilj ni le poenostaviti trženje svojih partnerjev, temveč ustvariti ekosistem, v katerem lahko tudi majhna podjetja ustvarjajo prihodke od oglasov tako kot tehnološki velikani. Poteza pomeni spremembo filozofije - od ponudnika plačilnih storitev do platforme, ki omogoča monetizacijo podatkov, prometa in interakcije z uporabniki.

Novi model izkorišča enega najhitreje rastočih segmentov digitalnega gospodarstva. Medijsko oglaševanje v maloprodajitj. oglaševanje neposredno v ekosistemih e-trgovine, je eden najbolj donosnih sektorjev s povprečno maržo več kot 60 %. Analitiki pričakujejo, da bo njegov obseg presegel 160 milijard dolarjev. Amazon, Walmart ali Alibaba so na tem področju že našli svoj drugi steber rasti …

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