Latin America’s retail media ecosystem is expanding fast as new players, formats, and solutions draw in more ad dollars. But limited self-service offerings and the lack of standardized metrics hinder its full potential.

The news: Retail media infrastructure firm Topsort is helping major retailers like Woolworths, Kohl’s, and Magalu grow ad revenues by 60% in a single month, per CEO Regina Ye. Topsort’s Data Genie tool converts billions of data points into instant insights and replaces legacy analytics systems that delay campaign execution. Our take: With budget exhaustion, measurement complexity, and system fragmentation among top buyer complaints, retailers are eager to modernize. Topsort’s AI-powered tools offer transparency, speed, and flexibility—values that align closely with where the market is heading. The bigger question: Will fall product updates bring true interoperability or further entrench silos?

Latin America’s commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data—following the path retailers have already paved.