Latin America Retail Media Ecosystem Trends 2025: Innovation and Expanded Ad Offerings Fuel the Channel’s Rapid Expansion

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Latin America’s retail media ecosystem is rapidly expanding as new players, formats, and solutions attract more ad budgets. But limited self-service ad buying options and inconsistent measurement standards keep the channel from reaching its full potential.

Key Question: How is Latin America’s retail media ecosystem evolving, and what innovations will shape its future growth?

Key Stat: Nearly half of Latin America’s retail media networks launched in 2024—more than in the entire period from 2017 to 2023 combined—marking an inflection point in the ecosystem’s growth trajectory, per our analysis.

Key points

  • Latin America’s retail media ecosystem is expanding at a rapid clip.

  • Retail media stands out for its brand-safe, digitally owned and operated environments that drive results.

  • Innovation is making retail media more scalable, measurable, and efficient.

  • The industry must adapt quickly to capitalize on market momentum.

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