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.​

What are advertisers’ and publishers’ biggest challenges as they redesign their programmatic strategies around data protection legislation and other privacy changes?

“Over the last 12 months, we’ve seen a flurry of [media advertising] activity from outside the retail sector,” our analyst Sarah Marzano said on an episode of the “Behind the Numbers: Reimagining Retail” podcast. Although retail kicked off the commerce media trends, financial services, travel companies, and intermediaries such as Instacart and Uber Eats are monetizing their customer data and setting up ad networks. The rise of commerce media networks is changing the way advertisers approach targeting and how consumers interact with brands. Here are four predictions on these emerging trends.

The identity landscape is vast and growing more complex. Google confirmed it will phase out third-party cookies but continues to delay deprecation. A wave of privacy regulations in the US challenges advertisers operating across state lines. Plus, an increasingly digital world has made it difficult to track users across TV, social media, and the open web.

Consumers today are mindful about when, where, and how often they spend due to continued economic uncertainty. For price-conscious consumers, loyalty programs provide opportunities to spend more comfortably thanks to discounts and deals.

Loyalty programs are back in the spotlight in Western Europe as consumers seek savings and brands look to boost revenues and gather first-party data.

With the success of retail media playing out under the looming shadow of third-party cookie deprecation, retailers are well positioned to make a case for the value of their data for non-endemic brands.

WPP hopes to counteract in-housing trend with an AI studio: The agency’s partnership with Nvidia has created a text-to-video product for marketers tied to its data insights.

With consumers increasingly shopping across multiple channels, Roundel, Target’s media network, offers comprehensive media solutions that connect brands with customers at every stage. By combining on-site and off-site strategies, advertisers can maximize their return on ad spend and strengthen customer relationships.

Retail media is taking Latin America’s digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.

With third-party cookies on the way out, marketers are leaning more heavily on first-party data to help power their digital advertising strategies. Retailers that want to increase their share of ad dollars should leverage customer data to help advertisers enhance campaign performance via measurement and attribution capabilities.

Are walled gardens a thing of the past? Shrinking market share and distrust of major platforms is leading to a shift toward open-ended ad solutions.

Retail media networks deliver 183% higher engagement, but with tradeoffs: Viewability and strategic ad placement are key, says new DoubleVerify report.

The (again delayed) deprecation of third-party cookies and Apple’s AppTrackingTransparency initiative have fueled an imperative for brands and retailers to home in on proprietary first-party and zero-party data.

As time spent on connected TV (CTV) grows faster than any other major media formats this year, B2B marketers are taking note. Learn how B2B marketers can incorporate CTV in their media mix.

Saks launches retail media network amid slowing sales: The ecommerce retailer is billing its offering as a unique opportunity to connect with luxury shoppers.

B2B event marketing is essential and highly engaging, but ROI challenges persist. Marketers should choose the right event format, use technology and AI for better results, and integrate events into broader marketing strategies.

POSSIBLE conference reveals retail media’s potential with loyalty data: Target’s strategic use of customer info enhances ad trust and multiplies engagement.

“Digital advertising was founded upon third-party cookies, which are going away by the end of 2024 if Google sticks to its current timeline,” said our analyst Evelyn Mitchell-Wolf. “That makes first-party data more valuable because there is a direct relationship between the data owner and the person from whom the data originates.”