Multi-industry players have the power to redefine the future of commerce media advertising. Unlike in the US, where retailers and FIs typically operate independently, many Latin American retailers act as financial services providers—offering credit lines, digital wallets, and other banking products to unbanked and underbanked consumers. The ability to blend purchase intent, transactional behavior, and financial data opens new frontiers for innovation—turning advertising into a powerful value-added service. Several leading companies are already capitalizing on their cross-industry reach to strengthen their media networks, including:

• Mercado Libre, which combines data from its digital marketplace and fintech arm, Mercado Pago, to build richer audience profiles and enable more precise ad targeting across its ecosystem.
• Rappi and DiDi go even further, operating across retail, banking, and travel. The super app model captures behavioral, transactional, and loyalty data across multiple verticals—giving advertisers a multidimensional view of consumers.

Unlocking this opportunity, however, requires overcoming significant internal challenges. Many multi-industry players still operate in silos, limiting their ability to activate first-party data. Companies need dedicated teams that can manage complex data integration, build actionable segments, monetize audiences, and balance privacy concerns with care. Those that master this convergence won’t just shape the future of commerce media advertising in Latin America; they’ll set the standard for others to follow worldwide.

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