None but China will likely reach a 50% digital ad spend share for retail media鈥攂ut all will see that share rise going forward. That means retail media ad spending will grow faster than overall digital ad spending in every country we track. Retail media shares in the US, Mexico, and Germany will surpass 20% by 2029.
Digital ad spending growth has also slowed but remains firmly in double-digit territory. Although Mexico will continue to be one of the world鈥檚 fastest-growing digital ad markets this year, it will no longer rank among the top 10.
Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�
Retailers looking to capitalize on retail media鈥檚 growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.