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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.

Retail media search ad spending propelled retail media ad spending to its current size. Now, more retail media networks are closing in on search feature parity, and advertisers are looking for ways to approach the critical channel.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

In China, ecommerce channel ad spending represents over 38% of total digital ad spending, and ecommerce search spending accounts for 64.0% of total search. Could the US figures reach similar heights?

The news: As the 2025 economy tightens under the pressure of tariffs, AI disruption, and shifting global trade policy, brands are embracing adaptability. Retail growth forecasts have been slashed, inflation-wary consumers are scaling back, and even luxury sentiment is weakening. Our take: Resilient brands are leaning into agile planning, reallocating media spend to ROI-focused channels like search and digital out-of-home, and anchoring value in trust and quality鈥攏ot just price. As emotional volatility shapes consumer decisions, marketers who show relevance and reassurance will lead. The brands that win won鈥檛 wait for stability鈥攖hey鈥檒l build strategies that succeed amid constant change.

The news: Global ad spend growth is slowing but staying positive, with WARC projecting a 6.2% rise to $1.16 trillion in 2025 and MAGNA forecasting a 4.9% climb to $979 billion. Retail media is outpacing linear TV for the first time, and Alphabet, Meta, and Amazon continue to control the majority of digital revenues. Measurable channels like short-form video, retail media, and ad-supported VOD are gaining ground. Our take: Amid economic pressures and trade concerns, advertisers are prioritizing performance, shifting budgets geographically and platform-wise. With elections, AI, and major global events on the horizon, platforms that prove outcomes鈥攏ot impressions鈥攚ill shape the next era.

China鈥檚 example would suggest that retail media has enormous headroom for growth in the US. Companies like Amazon have been growing their ad revenues by leaps and bounds, and yet ecommerce channel ad spending will still only represent 14.6% of the US digital ad market this year. In China, the share will be 38.1%.

Led by retail media, commerce media is well on its way to becoming an essential component of many advertisers鈥� media budgets. But a rapidly diversifying field of competitors will change how advertisers approach the channel.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.