As the advertising industry undergoes major changes—particularly the gradual elimination of third-party cookies and other broad tracking tools—the ability to activate first-party data has become essential for advertisers.
According to the 2024 Latin America Marketing and Retail Media Trends Survey by eMarketer, 87% of media buyers in Latin America consider first-party data very important when deciding which retail media networks to invest in. In Brazil, that number rises to 90%.
Today, retailers that can offer differentiated use cases—such as data collaboration for better targeting, look-alike modeling, audience expansion, and insight extraction—hold a unique competitive advantage. These capabilities allow retailers to go beyond the simple trade-off of advertising investment for direct sales (sell-out).
Why Retailers Who Embrace Data Collaboration Stand Out
Retailers that can offer differentiated use cases—such as data collaboration for advanced targeting, look-alike modeling, audience expansion, and actionable insights—gain a unique competitive edge. These capabilities move retailers beyond the transactional “ads for sell-out” model, allowing them to offer long-term strategic value.
This approach also fosters a more collaborative relationship between retailers and advertisers. Through secure data sharing and the co-creation of intelligence-based solutions, retailers can unlock larger budgets and position themselves as strategic growth partners—not just intermediaries in sales.
Advertisers, in turn, gain access to more sophisticated tools for data activation and analysis. This enables greater precision in targeting and expansion into qualified audiences, ultimately driving better campaign performance.
First-Party Data: A Strategic Priority Across LATAM
The numbers speak for themselves:
- In Mexico and Uruguay, 90% of advertisers recognize first-party data as critical to their media strategies.
- In Brazil, this number jumped from 85.5% in June 2023 to 90% by July 2024.
- Colombia, Chile, Argentina, and Peru also reported levels above 85%.
This trend makes one thing clear: data collaboration is no longer optional—especially in an environment where third-party signals are disappearing rapidly.
The Road Ahead
For retailers, the opportunity lies in building a robust, insight-led retail media foundation, combining technology and data into customized solutions. Those who succeed in this transformation will be better positioned to access premium budgets and drive scalable, sustainable growth.
Personally, I believe the true key to success is integrating technology with data intelligence to build solutions that align with advertiser goals and create mutual value. The retailers that lead this movement will stand out in an increasingly competitive market and unlock new streams of revenue.
We are entering a new era in retail media—and collaboration is the key to sustainable growth. Let’s seize this moment to build a more innovative, data-driven, and connected future.