Global B2B digital ad spending to reach $48 billion by 2026: Growth driven by digital adoption and emerging market expansion.

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​

Retailers looking to capitalize on retail media’s growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.​

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Although display will continue to account for more than 60% of total digital ad spending in the region, retail media is on track to become a $10 billion industry by 2032, per our preliminary estimates. Brazil and Mexico will attract the bulk of retail media ad spending in the region.