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.