The Commerce Media ecosystem in Latin America is undergoing rapid transformation. What began as a trend dominated by retailers is now expanding into sectors such as financial services and travel. Driven by the success of retail media networks, companies across multiple industries are beginning to monetize their own first-party data, giving rise to a unique global model that combines transactional, behavioral, and contextual information.
This convergence, particularly evident in markets like Brazil and Mexico, allows for the construction of more complete consumer profiles and enables a level of personalization and attribution that few global markets can match.
Brands are starting to understand that the value of Commerce Media goes beyond e-commerce. Any company that owns first-party data and maintains steady digital traffic can monetize its audiences and create new revenue streams—just as financial institutions, airlines, delivery platforms, and travel apps are already doing.
In this context, the key lies in knowing how to segment and scale that data efficiently, using technological solutions that avoid the mistakes of the past. The retail experience offers clear lessons: without proper infrastructure, the result is inconsistent metrics, frustrated advertisers, and missed opportunities. Today, new players can learn from that journey and implement third-party technologies from the outset to launch more scalable, measurable, and effective networks.
Financial Services and Travel as Opportunity Cases
Financial institutions are adapting the Retail Media playbook with a crucial advantage: a more holistic view of consumer behavior. Unlike retail, which focuses on purchase behavior, banks and fintechs can map income, payment habits, spending loyalties, and even identify key life moments for consumers. This data richness opens new possibilities for segmentation and targeting.
Cases like PicPay in Brazil show that it is possible to scale ad networks within the financial sector. Integrations with ecosystems such as Open Finance, partnerships with platforms like Google, and a large base of active users position these companies as high-value media channels.
The travel sector is also emerging as a key player in regional Commerce Media. With millions of unique monthly users and platforms like Booking, LATAM Airlines, and Despegar leading e-commerce rankings, the opportunities to connect brands with high-intent audiences are immense. These companies have access to behavioral data, destination preferences, and loyalty programs, making them ideal environments for highly relevant contextual campaigns.
From AI-powered sponsored products to screens in lounges and in-flight entertainment, travel offers new opportunities to deliver messages at key moments in the consumer journey.
The Opportunity of the Latin American Model
One of Latin America's key advantages over other markets is the presence of companies operating simultaneously across multiple verticals. Platforms like Mercado Libre, Rappi, and DiDi integrate e-commerce, finance, and travel, enabling a unified view of the consumer and more powerful data activation. For brands, this means the ability to run campaigns with a truly multidimensional view of their audiences.
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