Paid Feb 6, 2026 · zAI
The click tax: The trap of Retail Media fragmentation in LATAM
If you are a mass consumption brand in Latin America, you are not buying advertising; you are paying a "data toll" to each retailer separately. Retail Media is the great promise of the decade, but the lack of standards is creating a black hole in marketing budgets. This post analyzes why your reports from Mercado Ads and Rappi are never going to match and how to avoid being charged three times for the same sale.
growth
retail media
paid media
