Brand Tracker

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Argentina

Break the Tape, by Mercado Libre: from retail media to commerce media

Brand: Mercado Libre

Campaign: Break the Tape

Source: https://www.adlatina.com/publicidad/del-retail-media-al-commerce-media

Goal: Transition from retail media to commerce media

Claim: Connecting users where they are across different media

Media: social media, Connected TV, digital media

Summary: During the 'Break the Tape' event, Mercado Libre presented its vision for transitioning from traditional retail media to a comprehensive commerce media model. This approach aims to integrate various advertising channels and enhance the measurement of advertising effectiveness, leveraging AI and extending outreach across multiple platforms. The objective is to seamlessly connect brand discovery with consideration and purchase processes while breaking down silos in advertising.