Retail media ad spending is booming in Latin America. Brazil and Mexico are leading the charge, with Mercado Libre outpacing in-market rivals. Here are the latest trends you need to know.
础尘补锄辞苍鈥檚 ecommerce scale has made its ad business non-negotiable for brands. 础尘补锄辞苍鈥檚 dominance in US ecommerce, coupled with the challenge of achieving organic visibility on the platform, creates a buffer for retailers; advertisers鈥� reliance on its scale and reach is likely to outweigh any temptation to pull back on ad spending.
Tariffs threaten to reduce US digital ad spending growth this year. This series explains the effects tariffs will have on ad spending in search, social, CTV, and retail media鈥攁nd which parts of each might fare best and worst.
This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device