Mercado Ads: Mercado Libre's retail media network, formats and how to buy

Mercado Ads sells itself as a media company, not a marketplace feature. It calls itself one of Latin America's three largest media players, citing Statista. It also says it passed 10% of the region's digital ad market in Q2 2026 (company claim, Mercado Libre, 9 October 2026). It runs upfront-style events called "Break the Tape" in Brazil, Argentina, Chile and Mexico. Buyers should plan it next to TV and social budgets, not only inside trade spend.

The second difference is how far its data travels. Since June 2026 brands can target Mercado Libre audiences on TikTok and measure the effect on brand searches, add-to-cart and purchases in the marketplace (Mercado Libre, 23 June 2026). In September 2026 it added Netflix Ads in Brazil and Mexico, alongside Disney+, HBO Max, Roku and its own Mercado Play. Mercado Libre's management describes this as a move from retail media to commerce media. The offsite retail media explainer covers how such data deals work.

Third, growth is very fast for its size. Advertising revenue grew 73% in the first half of 2026 and 58% in US dollars in Q3, driven by Brazil. By comparison, Zalando's retail media grew nearly 18% in Q3 2026. The company has not published Mercado Ads revenue in dollars in the releases we read, so its absolute size is unknown.

Onsite. Product Ads promote listings in search results; Brand Ads promote a brand's range; Display Ads and Video Ads add awareness formats. Mercado Libre recognises this revenue per click or per impression, according to its 2025 annual report. Display Ads Programmatic lets brands and agencies buy display with first-party targeting in Mexico, Argentina and Brazil (Mercado Libre, 11 April 2024).

Streaming and social. Connected TV runs on Disney+, HBO Max, Roku and Mercado Play, with HBO Max and Roku added at the 2025 upfront (Mercado Libre, 31 October 2025). Netflix Ads followed in Brazil and Mexico. Social Video Ads run vertical video on TikTok, starting with awareness objectives.

Open web, affiliates and creators. The Extended Network reaches more than 60,000 sites and apps (company figure, Mercado Libre, 9 October 2026). Sponsored Affiliates and Sponsored Creators let brands pay Mercado Libre's network of more than 12 million affiliates and creators to recommend products.

Targeting uses what people search, view and buy on Mercado Libre. The company describes the data as first-party data that lets advertisers target highly granular audiences (MercadoLibre 10-K for 2025). On Netflix, advertisers combine Mercado Libre buyer segments with Netflix's own entertainment data.

Mercado Libre also runs Mercado Pago, with about 93 million monthly active users in Q3 2026. Whether payment data feeds Mercado Ads targeting is not stated in the sources we read. Brands receive segments and reports, not user records; we found no public description of a clean room.

Mercado Ads reports closed-loop measurement from impression to marketplace action: brand searches, store visits, add-to-cart and purchases. For its new social and creator products, it says the same sale is not counted twice and that no estimates are used (company claim, Mercado Libre, 23 June 2026). The Mercado Ads Intelligence Hub bundles reporting tools.

For brand metrics, Mercado Ads has cited Kantar studies, such as an 82% rise in brand favourability against a Kantar Latin America norm (company claim, Mercado Libre, 11 April 2024). We found no third-party audit of its sales attribution.

1. Sellers start with Product Ads. Use the advertising tools in your Mercado Libre seller account; costs are charged per click.
2. Brands contact Mercado Ads. Brand Ads, display, video and co-branded campaigns are planned with Mercado Ads teams in each country.
3. Buy display programmatically through Display Ads Programmatic in Mexico, Argentina or Brazil.
4. Extend to streaming and social. Ask for Netflix (Brazil, Mexico), TikTok, Disney+, HBO Max or Roku packages using Mercado Libre audiences.
5. Agree measurement. Define which marketplace actions count and the attribution window before launch.

It suits:

• sellers and brands selling on Mercado Libre in Brazil, Mexico, Argentina and other markets;
• brands that want streaming or social reach measured against marketplace sales;
• advertisers planning regional Latin American campaigns.

It suits less:

• brands that do not sell on Mercado Libre, for conversion-led goals;
• advertisers who need audited attribution;
• buyers outside Latin America.

• Mercado Ads revenue in US dollars for any period.
• The year Mercado Ads was created or renamed.
• Minimum spend, CPC floors and CPM rates.
• Whether Mercado Pago data is used for ad targeting.
• Netflix availability beyond Brazil and Mexico.

1. Mercado Libre, "Third Quarter 2026 Financial Results" (4 November 2026). https://news.mercadolibre.com/en/financial-results-3erd-quarter-2026
2. MercadoLibre, Inc., Annual Report on Form 10-K for fiscal year 2025 (filed 25 February 2026), SEC. https://www.sec.gov/Archives/edgar/data/1099590/000109959026000006/meli-20251231.htm
3. Mercado Libre, "Mercado Ads y Netflix Ads anuncian alianza para publicidad en CTV" (24 September 2026). https://news.mercadolibre.com/alianza-mercado-ads-y-netflix-ads-mexico-2026
4. Mercado Libre, "Mayor red de creadores de LATAM junto a Mercado Ads y TikTok" (23 June 2026). https://news.mercadolibre.com/creadores-de-contenido-mercado-libre-tiktok
5. Mercado Libre, "Mercado Ads presentó la Era del Commerce Media" (9 October 2026). https://news.mercadolibre.com/era-del-commerce-media-mexico-2026
6. Mercado Libre, "Mercado Ads, Roku y HBO se unen para ofrecer inversiones inteligentes" (31 October 2025). https://news.mercadolibre.com/roku-y-hbo-se-suman-a-mercado-ads-mexico
7. Mercado Libre, "Mercado Ads: propuesta de negocio integral Chile 2026" (15 May 2026). https://news.mercadolibre.com/mercado-ads-propuesta-de-negocio-integral-chile-2026
8. Mercado Libre, "Mercado Ads, la plataforma publicitaria pensada para llevar los negocios a otro nivel" (11 April 2024). https://news.mercadolibre.com/que-es-mercado-ads