Mercado Ads Unveils Major Updates: Integrates with TikTok Ecosystem, Connects to Latin America's Largest Creator Network, and Completes Video Shopping Loop

Ebrun Exclusive - June 28th: Mercado Ads, the digital advertising arm of Mercado Libre, has recently launched three new advertising solutions. These include expanding its advertising capabilities into the TikTok ecosystem, launching the largest content creator network in Latin America, and introducing shoppable video ads. The Senior Vice President of Mercado Ads stated that in the future, advertisers will not only be able to reach TikTok users but also measure the full-funnel effectiveness from ad exposure to final conversion. It is reported that these three new solutions are a natural extension of Mercado Ads' 'Commerce Powered Media' strategy, with the core objective of enabling every advertising dollar to be continuously tracked and ultimately linked to actual sales outcomes. The company also stated that with this launch, it has further solidified its position as Latin America's leading media platform capable of covering all advertising touchpoints, including social media, streaming platforms, and connected TV. The first initiative announced is the formal integration of TikTok into the Mercado Ads advertising ecosystem. This integration combines Mercado Libre's first-party data and Mercado Ads' comprehensive ad tracking capabilities with TikTok's ad inventory. Brands can use the Mercado Ads platform to precisely target Mercado Libre users with high purchase intent, reaching them with vertical video ads while they browse TikTok. Leveraging tracking capabilities that cover the entire marketing funnel, brands and advertising agencies can monitor the complete effectiveness of campaigns. This includes tracking whether ad exposures on TikTok further drive purchase consideration behaviors such as brand searches within the Mercado Libre platform, visits to official stores, and adding items to the cart, ultimately leading to transaction conversions. In the first phase, advertisers can launch campaigns aimed at brand awareness while measuring the purchase consideration and conversion effects these ads generate within the Mercado Libre platform. Capabilities for campaigns targeting purchase consideration and conversion will be rolled out subsequently in the future. Furthermore, this solution employs deduplication technology for audiences, ensuring each ad impression corresponds to a real user, thereby basing metrics like reach, frequency, and campaign decisions on verified data. The second initiative is the launch of the largest content creator network in Latin America. This solution will provide advertisers with access to over 7 million content creators on the Mercado Libre platform, supported by complete data tracking. Brands and advertising agencies can quickly mobilize these creators to showcase and recommend branded products on social media and instant messaging apps. This strategy aims to generate demand outside the Mercado Libre ecosystem and convert the new traffic into actual sales within the platform. Moreover, Mercado Ads claims it is the industry's first creator marketing platform capable of providing a verified return on ad spend based on actual sales data within its ecosystem, replacing the industry's previous reliance on vague estimations. By offering a complete workflow from marketing brief and content review to unified attribution analysis, this solution enables unified measurement between brand communication effectiveness and the platform's actual sales data. The third initiative is the launch of shoppable video ads, establishing a complete loop from content discovery to purchase. This solution directly connects ad exposure with the shopping process, allowing consumers to add items to their cart and complete purchases without leaving the page where they are viewing the content. This capability will cover the entire video advertising ecosystem, including social media, streaming platforms, and connected TV. Leveraging Mercado Ads' data capabilities, ad content can interact with the video content on the screen, enabling users to directly search for products of interest and quickly navigate to Mercado Libre for browsing. Simultaneously, advertisers can obtain accurate data on brand search volume and in-platform purchase conversions directly attributable to their brand exposure ads.

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