Argentina, Mexico, and Brazil lead, but smaller markets show high growth potential. Opportunities abound for advertisers and retailers. The Latin American digital evolution is influenced by macroeconomic forces and regulatory shifts. While inflation remains a concern, new local regulations will require companies to adapt.
Most of the growth is tied to ever-rising retail ecommerce. Retail media鈥檚 valuable first-party data is now being used for ads targeted in-store and in nonendemic channels like CTV. Google, Meta, and Amazon still dominate the ad spending landscape. The triopoly鈥檚 share in Canada is among the highest in the world.