A. Guttmann
Research Lead covering media
Digital retail media advertising in Latin America – statistics & facts
If digital retail media is the future of advertising, Latin America is the future of digital retail media. In 2024, the region's online retail media ad spending will reach an estimated 1.46 billion U.S. dollars, up over 13 percent from the previous year. An even higher increase rate is expected for 2025. Although still attracting only a fraction of the ad dollars in this subsegment in North America and Western Europe, Brazil and Mexico collectively had a projected digital retail media ad expenditure of 1.23 billion dollars in 2024 or nearly 85 percent of Latin America's total. Perhaps more importantly, the two countries emerged as the fastest-growing online retail media ad markets worldwide in 2024, with forecast growth rates surpassing 40 percent.
