PayPal is leveraging its transaction graph to offer advertisers insights based on actual purchases instead of just clicks or impressions. This approach allows brands to track the entire customer journey and measure campaign effectiveness more accurately. Early results show significant increases in transaction spend for companies like Ulta Beauty.

The article discusses TikTok's significant push to increase its gross merchandise value (GMV) through enhanced shop advertisements and strategies aimed at attracting big brands. However, it also highlights the challenges faced due to pushback from these brands regarding the platform's advertising practices and effectiveness. The ongoing shift in social media commerce dynamics is underscored as brands reevaluate their approaches to advertising on TikTok.