Latin America’s digital revolution continues; in 2025 digital ad spending will account for 56.4% of all regional advertising spending.

The findings from EMARKETER’s analyst report “The Future of Digital 2025: ​Latin America” highlights the importance of media quality and performance—reinforcing the value of DoubleVerify’s (DV) solutions in helping advertisers navigate these priorities across channels.

The value of ad verification

Every media impression presents equal opportunity for advertisers and fraudsters alike. The former wants to make an “impression” and the latter wants to steal them. As ad spending in social media, streaming, and retail media is expected to double, so does the need for quality assurance and performance, which DV’s ad verification solutions ensure. By focusing on media quality, opportunity is redistributed back to advertisers and away from media waste. This leads to stronger, sustaining campaign performance and a healthier digital ecosystem.

Key trends for marketers focusing on Latin America:

• Social media dominance: Social media platforms remain a primary destination for digital ad spending, as visually rich platforms like Meta, TikTok, and YouTube play a vital role in product discovery. According to EMARKETER’s analyst report, 5 of the 10 most active social media markets are in Latin America, with users spending 3-plus hours per day on social platforms. This is beneficial for marketers wishing to reach their audiences on social networks. However, recent shifts in fact-checking policies on big social media platforms could affect companies’ brand safety strategies, depending on their risk tolerance. To maximize their social media investments, pre-bid, measurement and content alignment solutions are imperative—all capabilities that DV offers.
• Shift from linear TV to streaming and video: The shift from linear TV to video and streaming platforms is accelerating. Though streaming inventory is opaque for advertisers, DV’s ad verification solutions improve media quality assurance, driving better performance and ROI. In Latin America, video is the cornerstone of digital ad spending, particularly in Mexico where it was 48.9% of overall digital ad spending.
• Retail media growth: Retail media is a desirable platform for advertisers due to its direct access to consumers, first-party data and omnichannel reach. According to DV data from “The Advertiser’s Guide to Retail Media Measurement,” 57% of advertisers believe that RMNs will yield a better ROI. Though this survey data is from North America and Europe, optimism around retail media’s potential is strong in Latin America, as retail media spend is expected to double by 2028. Argentina, Mexico, and Brazil lead, but smaller markets show high growth potential.

Opportunities abound for advertisers and retailers

The Latin American digital evolution is influenced by macroeconomic forces and regulatory shifts. While inflation remains a concern, new local regulations will require companies to adapt. DV’s solutions help advertisers navigate these changes with reliable verification and measurement tools. To capture the rising consumer demand in Latin America’s multibillion-dollar digital economy, advertisers must invest in high-growth areas like retail media and social commerce. By leveraging DV’s ad verification solutions, advertisers can ensure media quality and efficiency, driving better results across all digital channels.

Excellent media quality and performance lead to better business outcomes. Improve media effectiveness today at: https://doubleverify.com/latam/

Download EMARKETER’s “The Future of Digital: Latin America” analyst report to learn more about how the region is positioned for sustained growth and innovation in the digital space.

—Armando Rodriguez, Regional Vice President, Latin America, DoubleVerify