{"id":9409,"date":"2025-10-13T10:53:30","date_gmt":"2025-10-13T14:53:30","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/13\/empowering-small-businesses-through-smarter-advertising\/"},"modified":"2025-10-15T11:26:18","modified_gmt":"2025-10-15T15:26:18","slug":"empowering-small-businesses-through-smarter-advertising","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/","title":{"rendered":"Empowering Small Businesses Through Smarter Advertising"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Helen Myers, Advertising Week Correspondent<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Lauren Johnson, Deputy Editor of Retail Media and Commerce of Adweek, led a panel on how PayPal is working to uplift small businesses.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1568-DSC_2430-1024x683.jpg\" alt=\"\" class=\"wp-image-9411\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1568-DSC_2430-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1568-DSC_2430-1024x683-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1568-DSC_2430-1024x683-768x512.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">One year ago, PayPal launched its advertising system, and Dr. Mark Grether, SVP and GM of PayPal Ads, reflected on this milestone, as well as announcing the addition of PayPal\u2019s Ad Manager, which allows the platform\u2019s millions of SMB merchants to participate in retail. \u201cThe idea behind the launch of our SMB program is to democratize access to retail media,\u201d he explained. The program also benefits advertisers as they can gain access to differentiated proprietary media.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1552-DSC_2399-1024x683.jpg\" alt=\"\" class=\"wp-image-9412\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1552-DSC_2399-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1552-DSC_2399-1024x683-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1552-DSC_2399-1024x683-768x512.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">This new feature allows merchants to buy ads on other merchant websites. SMBs can then tap into retail media budgets and drive profits, which can be reinvested in growing their business. Small business owners are often spread thin and have limited time to focus on advertising. PayPal\u2019s service simplifies the marketing process and allows SMBs to allocate there time to production.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1559-DSC_2410-1024x683.jpg\" alt=\"\" class=\"wp-image-9413\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1559-DSC_2410-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1559-DSC_2410-1024x683-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1559-DSC_2410-1024x683-768x512.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Tameika Lewis, Founder &#038; CEO of the small business BklynBarSoap, said that she initially tried an organic approach to advertising, but couldn\u2019t reach a wide enough customer base to support her expenses. She then tried running ads on major channels, but found them to be too complex, and she wasn\u2019t seeing a clear follow-through or ROI. \u201cAs a small business owner, where does the money go? I don&#8217;t care if it&#8217;s 25 cents; I need to know where all my money is going. And it became a little bit more about gambling versus strategizing,\u201d Lewis said. With never-ending to-do lists, advertising seemed more like a burden. \u201cI don&#8217;t want to have to put too much brain power into running my ads. I want a system that works for me, not against me,\u201d she said.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1556-DSC_2406-1024x683.jpg\" alt=\"\" class=\"wp-image-9414\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1556-DSC_2406-1024x683.jpg 1024w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1556-DSC_2406-1024x683-300x200.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/AWNY-1556-DSC_2406-1024x683-768x512.jpg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">PayPal\u2019s program has significantly aided Lewis and other small business owners by featuring a high level of transparency and simplicity in two main arenas. \u201cThe first step is we are enabling SMB merchants to get access to retail media budgets, meaning she makes money first. The second step is that the money she makes, she can then decide if she wants to reinvest it into the embassy program,\u201d Gerther explained.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Personalization and relevancy are a big part of the program and AI assists in aiding all parties with these processes. \u201cWe have the data across all of them, so we can help the agency and the CMO to make the decision on how to allocate the spend across all the merchants and publishers. And that&#8217;s why I do think we have a unique opportunity in the marketplace to help both big brands, SMBs, and agencies become much more efficient and effective,\u201d Gerther said.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Finally, Gerther explained another new feature, which is storefront ads. \u201cStorefront ads give the consumer the opportunity to finish a transaction in the creative itself,\u201d he said. This feature is beneficial for the consumer as they can make purchases within the creative with just a few clicks. Publishers will get access to retail media money while still keeping the consumers on the publisher&#8217;s website. As for small business owners like Tamika, \u201cIt helps them to actually broaden the reach, because now people need to come to her store or her website, as opposed to Tamika coming to them,\u201d he said.<\/p>\n\n\n\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n<h2 class=\"wp-block-heading\">Also available as an audio podcast through our Uncommon Thinking podcast series. Subscribe now on your favorite podcast platform:<\/h2>\r\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100apple.png\" alt=\"apple podcasts\" class=\"wp-image-7392\" style=\"object-fit:cover;width:64px;height:64px\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"128\" height=\"128\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2020\/12\/100spotify.png\" alt=\"spotify podcasts\" class=\"wp-image-7393\" style=\"object-fit:cover;width:64px;height:64px\"\/><\/figure>\n<\/div>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/music.amazon.com\/podcasts\/d0901bd2-8fd1-4ed6-9f2d-ae72647e20d5\/uncommon-thinking\"><\/a><\/p>\n\n\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"512\" height=\"512\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic.png\" alt=\"amazon podcasts\" class=\"wp-image-7394\" style=\"object-fit:cover;width:64px;height:64px\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic.png 512w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic-300x300.png 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/09\/512betteramazonmusic-150x150.png 150w\" sizes=\"auto, (max-width: 512px) 100vw, 512px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Lauren Johnson, Deputy Editor of Retail Media and Commerce of Adweek, led a panel on how PayPal is working to uplift small businesses.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":9410,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[37,9],"topics":[2],"class_list":["post-9409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2025-content","tag-smb","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Empowering Small Businesses Through Smarter Advertising | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Empowering Small Businesses Through Smarter Advertising\" \/>\n<meta property=\"og:description\" content=\"Lauren Johnson, Deputy Editor of Retail Media and Commerce of Adweek, led a panel on how PayPal is working to uplift small businesses.\u00a0\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-13T14:53:30+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-15T15:26:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/PayPal-Empowering-Small-Businesses-Through-Smarter-Advertising.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Empowering Small Businesses Through Smarter Advertising\",\"datePublished\":\"2025-10-13T14:53:30+00:00\",\"dateModified\":\"2025-10-15T15:26:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/\"},\"wordCount\":587,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/10\\\/PayPal-Empowering-Small-Businesses-Through-Smarter-Advertising.png\",\"keywords\":[\"AWNewYork 2025 Content\",\"SMB\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/\",\"name\":\"Empowering Small Businesses Through Smarter Advertising | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/10\\\/PayPal-Empowering-Small-Businesses-Through-Smarter-Advertising.png\",\"datePublished\":\"2025-10-13T14:53:30+00:00\",\"dateModified\":\"2025-10-15T15:26:18+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/10\\\/PayPal-Empowering-Small-Businesses-Through-Smarter-Advertising.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/10\\\/PayPal-Empowering-Small-Businesses-Through-Smarter-Advertising.png\",\"width\":1600,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/empowering-small-businesses-through-smarter-advertising\\\/9409\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Empowering Small Businesses Through Smarter Advertising\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Empowering Small Businesses Through Smarter Advertising | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/","og_locale":"en_US","og_type":"article","og_title":"Empowering Small Businesses Through Smarter Advertising","og_description":"Lauren Johnson, Deputy Editor of Retail Media and Commerce of Adweek, led a panel on how PayPal is working to uplift small businesses.\u00a0","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/","og_site_name":"AW360","article_published_time":"2025-10-13T14:53:30+00:00","article_modified_time":"2025-10-15T15:26:18+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/PayPal-Empowering-Small-Businesses-Through-Smarter-Advertising.png","type":"image\/png"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Empowering Small Businesses Through Smarter Advertising","datePublished":"2025-10-13T14:53:30+00:00","dateModified":"2025-10-15T15:26:18+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/"},"wordCount":587,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/PayPal-Empowering-Small-Businesses-Through-Smarter-Advertising.png","keywords":["AWNewYork 2025 Content","SMB"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/","name":"Empowering Small Businesses Through Smarter Advertising | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/PayPal-Empowering-Small-Businesses-Through-Smarter-Advertising.png","datePublished":"2025-10-13T14:53:30+00:00","dateModified":"2025-10-15T15:26:18+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/PayPal-Empowering-Small-Businesses-Through-Smarter-Advertising.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/PayPal-Empowering-Small-Businesses-Through-Smarter-Advertising.png","width":1600,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/empowering-small-businesses-through-smarter-advertising\/9409\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Empowering Small Businesses Through Smarter Advertising"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/9409","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=9409"}],"version-history":[{"count":3,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/9409\/revisions"}],"predecessor-version":[{"id":16950,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/9409\/revisions\/16950"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/9410"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=9409"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=9409"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=9409"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=9409"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}