Retail media is quickly becoming an integral part of ad buyers’ digital advertising strategies in Latin America. Our first-ever regional survey delves into retail media’s emerging role as a leading marketing touchpoint and advertising destination, the key players in Latin America, and how the regional landscape will evolve over the next 12 months.
Key Question: What impact will retail media have on ad buyers’ paid media mixes in Latin America?
KEY STAT: More than half of ad buyers in Latin America said they will use retail media networks to place digital ads in the next 12 months. Mercado Libre and Amazon stand to benefit the most thanks to their robust advertising solutions and greater brand awareness among regional ad buyers.
As the need to prioritize revenue-generating activities intensifies, retail media is quickly becoming a force to reckon with in Latin America’s advertising ecosystem.
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First Published on Aug 11, 2023
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