Latin America Retail Media Trends 2024

Unpacking the Region’s $2 Billion Opportunity

Retail media is taking Latin America by storm as advertisers anticipate the cookieless future. With more robust ad formats and solutions emerging, retail media spending will rise to nearly $2 billion in 2024, according to our inaugural forecast.

Key Question: How is retail media advertising changing the paid media mix in Latin America?

Key Stat: Retail media ad spending in Latin America will triple in size between 2024 and 2028, rising from $1.84 billion to $5.45 billion. At which time, it will represent 15.6% of the region’s digital ad market.

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Table of Contents

  1. Executive Summary
  2. Latin America’s multibillion-dollar retail media revolution marches on
  3. Viable alternatives to the duopoly emerge
  1. Factors fueling retail media’s fire in Latin America
  2. New formats and solutions keep advertisers coming back for more
  3. What should advertisers in Latin America do to capitalize on retail media?
  1. Listen Next
  2. Sources
  3. Media Gallery

Charts in This Report

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Matteo Ceurvels


Suzy Davidkhanian
VP, Content
Sarah Marzano
Principal Analyst, Retail Media
Oscar Orozco
Director, Forecasting
Jennifer Pearson