Programmatic Advertising Trends from Advertising Week LATAM 2025
Last week, Advertising Week LATAM took place at the Papalote Museo del Niño in Mexico City. Marcelo Levy, Pronomix’s Head of Latin America, attended to connect with clients, grow our network, and gather firsthand insights on the evolving programmatic advertising landscape in the region.
The event highlighted several important developments for marketers and agencies to watch as we approach 2026.
The Rise of Programmatic DOOH
Programmatic digital out-of-home (DOOH) advertising is growing quickly across LATAM. Globally, DOOH ad spend increases by about 15% each year and is projected to reach roughly $17.6 billion in 2025. Around half of DOOH campaigns worldwide are now purchased partly or fully programmatically, enabling brands to deliver timely and relevant ads in public spaces.
In LATAM, advertisers are using programmatic DOOH more often to target audiences precisely and flexibly. New measurement methods combine mobility data—such as ride-sharing and device location—with traditional out-of-home media, helping advertisers measure impact through attention, recall, and purchase intent, rather than just impressions.
While programmatic DOOH is an important emerging channel, Pronomix does not currently offer DOOH solutions or support campaign attribution for this format. We continue to monitor developments in this space and focus on our core programmatic commerce technologies.
Transparency, Supply Path Optimization, and Curated Marketplaces
Transparency remains a major concern as digital advertising grows in LATAM. Agencies and brands are increasingly adopting Supply Path Optimization (SPO) to streamline programmatic buying, cutting unnecessary middlemen and making sure ad dollars reach premium, brand-safe inventory.
Publishers and supply-side platforms in the region are moving toward curated marketplaces—bundles of verified, high-quality inventory matched with aligned audience data. This helps overcome challenges specific to LATAM, like fragmented media markets and evolving privacy rules, by giving marketers more control, better targeting, and improved ROI.
At AW LATAM, industry speakers stressed collaboration among agencies, publishers, and tech partners to create accountable, transparent media buying ecosystems tailored to the region. This builds advertiser confidence and supports more effective campaigns across LATAM.
Pronomix contributes to this ecosystem by offering exclusive access to premium, intent-driven traffic through partnerships with mobile carriers and device makers—supply often unavailable on traditional exchanges. Our focus on technology and transparency helps advertisers trust where their spend goes and improves campaign effectiveness in LATAM.
Pronomix leveraged these exclusive mobile partnerships to run a highly targeted push notification campaign in Brazil. We segmented users based on real-time purchase intent, interests, and installed apps to reach the most relevant audience. The campaign directly drove thousands of dollars in sales for Amazon on Prime Day, proving that a streamlined, transparent, data-driven supply path not only builds trust but also generates significant revenue by connecting brands with the right users at the right time.
Privacy-First Marketing in a Cookieless Era
As third-party cookies disappear, LATAM marketers are accelerating their shift to first-party data and privacy-compliant targeting. New data protection laws require advertisers and platforms to be transparent and obtain consumer consent when using data.
OXXO was showcased at AW LATAM as a key example. Mexico’s leading convenience store chain has built LATAM’s largest omnichannel retail media network by using its 27 million-member loyalty program data to connect media, data, and shopper experiences across digital and physical channels. This enables targeted, measurable campaigns within strict privacy rules, demonstrating best practices in privacy-first marketing for the region.
Pronomix aligns with these trends by using anonymized, consented data from exclusive OEM and carrier sources that comply with regional regulations. This lets us deliver highly targeted campaigns while respecting consumer privacy and legal requirements.
AI and Platform Innovation
Artificial intelligence is increasingly embedded in programmatic workflows to improve targeting precision, optimize bidding in real time, and enhance brand safety by analyzing content context and sentiment beyond basic keyword blocking. These advances enable nuanced, data-driven campaign management that adapts to audience behavior and environmental factors.
Pronomix’s performance-first platform offers flexible CPA and CPC pricing models that align advertiser spend with results like conversions or installs. Using AI-driven optimization, the platform automates bid adjustments and audience selection to maximize profitability and return on investment. Our system also filters out expired or irrelevant campaigns behind the scenes, ensuring every click leads to a live, relevant offer for a smooth path to conversion. This approach shifts some risk from advertisers to Pronomix while letting marketers focus on creative strategy.
Additionally, the platform dynamically selects bids from multiple demand sources, choosing the highest-value bid per impression to maximize revenue without hurting user experience. Combined with our exclusive supply partnerships, this delivers consistent, measurable results at scale.
Retail Media as a Growing Opportunity
Retail media networks are growing fast in LATAM, using first-party shopper data and omnichannel reach to engage consumers at the point of purchase.
At AW LATAM, OXXO was again highlighted as a leader in this space, having built LATAM’s largest omnichannel retail media network. Their approach connects media, shopper data, and experiences across physical and digital channels, enabling measurable incremental conversions.
Pronomix supports this growth by partnering with retail media networks and delivering intent-driven traffic that maximizes ROI within these high-intent environments.
To lead the next phase of retail media innovation in LATAM, Pronomix is executing a strategic roadmap focused on direct partnerships. We are actively building exclusive agreements with key retailers, data partners, and tech providers across the region. This groundwork will allow us to launch a sophisticated, integrated advertising ecosystem for brands.
Soon, advertisers will be able to use Pronomix’s platform for comprehensive campaigns featuring sponsored product listings, premium display ads, and high-impact video formats. By applying advanced targeting and real-time bidding, brands will gain a powerful, unified way to reach high-intent audiences at scale, driving unmatched efficiency and performance in LATAM retail media.
Navigating LATAM’s Diverse Market and How Pronomix Supports Growth
LATAM’s diversity requires nuanced programmatic approaches. Mexico leads with mobile-first behavior; Brazil offers scale; Argentina provides innovation and tech development. Effective strategies adapt to these regional differences while complying with evolving privacy laws.
Pronomix’s focus on LATAM and the US Hispanic markets, along with strong local partnerships, allows us to tailor programmatic strategies precisely and compliantly for each market. Using AI-powered technology and exclusive premium supply from mobile carriers and OEMs, we deliver intent-rich programmatic traffic not typically available through traditional channels.
Our commitment to transparency, brand safety, and measurable ROI complements existing marketing efforts, helping brands and agencies across LATAM and the US Hispanic market achieve incremental growth. We also assist clients in complying with complex privacy regulations while maximizing impact across emerging channels like programmatic DOOH, retail media, and connected TV.
The Net Gain
By combining deep regional expertise with advanced technology and exclusive supply partnerships, Pronomix empowers advertisers to unlock programmatic advertising’s full potential in LATAM. We focus on delivering measurable, incremental results while adapting to shifting privacy rules and regional diversity.
If you want to learn more about these industry trends or explore how Pronomix can help optimize your programmatic advertising strategy in LATAM, contact Marcelo Levy or our team.
Marcelo Levy
marcelo.levy@pronomix.ai
+1 (954) 554-4605