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At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Retailers and brands are racing to deploy AI across the shopping journey, but trust, quality, and execution will define who wins.

Retail media ad spending will be increasingly responsible for digital advertising’s double-digit growth. By 2028, the powerhouse channel will grow to represent nearly 1 in every 3 ad dollars spent.

Google’s new core update focuses on decluttering spam from search, targeting sites that employ generative AI to mass produce low-quality content with minimal oversight. Marketers can still use ChatGPT to draft content, but using the raw output of these tools is a bad idea, according to Lily Ray, vice president of SEO strategy and research at Amsive.

In 2025, there will be a stronger focus on performance marketing as advertisers seek to prove their efforts are worth the investment.

Disruption is imminent for programmatic. The market teeters on the brink of several seismic shifts around identity and audience data. And a landmark antitrust ruling could energize an already hot ad tech consolidation streak.

Retailers and tech giants are rushing to roll out AI-powered search.

AI Overviews are a key reason to update your Google strategy: Their prominent placement changes the value of Google’s varied ad space.

Retailers that aimed to be media giants are hitting headwinds as ad growth slows. To stay competitive, retail media networks must rethink org structure, sharpen media skills, and plan smartly to thrive in a more challenging landscape.