PayPal Ads Curated Ads: purchase-verified CTV attribution

PayPal Ads has launched Curated Ads to bring “commerce-grade” audiences and closed-loop attribution to premium connected TV (CTV) and open web advertising. The company says measurement will be tied to a confirmed PayPal purchase, not a click, device-graph inference, or probabilistic matching. PayPal argues the industry still struggles to answer CFOs’ questions: premium CTV reaches the right households, but purchase attribution “falls apart” at budget review time. PayPal cites ANA research showing a 34% rise in programmatic ad waste over two years and less than half of ad spend reliably reaching intended audiences. The platform is powered by PayPal’s transaction graph—25 billion verified transactions per year across hundreds of millions of buyers and tens of millions of merchants, spanning competing retailers and major spend categories. Curated Ads activates this signal end-to-end by creating audiences from observed PayPal purchase behavior and then closing attribution back to verified PayPal purchases. Inventory comes from premium CTV and open-web publishers, including Spectrum Reach, Tubi, and Warner Bros. Discovery. PayPal Ads is available now in the United States via managed service and programmatic private marketplace (PMP) activation. Executives quoted in the release include Mark Grether (PayPal Ads), Bill Murray (Warner Bros. Discovery), and Casey Hurbis (BetMGM), all emphasizing that PayPal Ads measurement focuses on real transactions rather than proxies or modeled conversions.