Thought Leadership

How LATAM Markets are Using Programmatic to Ramp Up Growth

October 3, 2019
By Patrizio Zanatta

Latin America is known for its telenovelas and cinema, but as internet user penetration increases in the region, linear ad budgets are moving digitally. LatAm digital ad spend is projected to grow 14.1 percent this year, hitting $9.17 billion and claiming nearly one-third of its total media spend.

With growing online audiences, brands are embracing digital advertising as an essential part of their media strategy and enhancing campaigns with the power of programmatic. Here’s how the Latin America market is using programmatic advertising to ramp up digital growth. 

Making the Most of Mobile 

Over the next three years, the Latin America market will account for half of the globe’s smartphone users. Increased mobile usage is consequently driving demand for engaging mobile content, attracting global marketers eager to reach targeted audiences in real-time with their campaigns.

Mobile’s share of digital ad spend in LatAm will account for 62.7 percent of digital investments this year, drawing even more mobile-first publishers. 

Programmatic Display is Leading

According to Magna Global Intelligence, programmatic will command 62.7 percent of display spend this year in Latin America, driven primarily by social media and video.

Programmatic in Brazil, LatAm’s largest ad market, already accounts for roughly half of the total display spend in the country and this number is only projected to increase.

Expanding Inventory and Open Source Initiatives 

Looking forward, LatAm is poised to experience an increasing demand for programmatic inventory in OTT, video, and TV. Meanwhile, open source initiatives are being adopted to make ad buying more transparent and brand safe: 85 percent of all Rubicon Project publishers in the LatAm region are already using Prebid.

Undoubtedly, Latin America is in the midst of a programmatic boom that shows no signs of slowing down. With more Latin American audiences consuming media online, marketers are eager to reach targeted consumers in real time via programmatic advertising.

Meanwhile, an increased focus will be placed on privacy, ad quality, and transparency to give more credibility to LatAm programmatic publishers and agencies.

To learn more about opportunities in the LatAm market at Rubicon Project, email us at

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