In a constantly evolving Latin American advertising ecosystem, Camila Quintana, Sales Director at Locala, shares key trends and the role of geolocation in optimizing ad investment.
Quintana highlights the rise of retail media, e-commerce, and the adoption of artificial intelligence in the region. “We are seeing much more targeted advertising strategies, real-time campaign optimization, and an increased use of advanced geolocation,” she says. She also emphasizes the expansion of omnichannel marketing as a key factor in the industry’s growth.
With the growing demand for precision and measurement, Locala provides hyperlocal segmentation and real-time data to enhance campaign performance. “Our focus on visit attribution allows advertisers to accurately measure the ROI of their geolocated advertising,” explains Quintana, underscoring the use of automation and artificial intelligence to improve efficiency.
Locala is preparing for the phase-out of third-party cookies by developing alternative targeting models based on geolocation and contextual data. “We implement strategies using first-party data and leverage artificial intelligence to analyze behavioral patterns in an ethical way,” Quintana assures.
In Latin America, industries such as retail, e-commerce, automotive, tourism, and financial services are leading investment in geolocated advertising. Quintana sees great potential in the expansion of DOOH (Digital Out-of-Home) advertising and its integration with mobility data.