Mercado Libre Sr. Vice President of Advertising Jesus Moreno Sosa Discusses the Future of Advertising

MONTEVIDEO, Uruguay--(BUSINESS WIRE)--Mercado Libre (NASDAQ: MELI), the leading e-commerce and fintech platform in Latin America, today released the latest episode of its Investor Relations podcast series, “Inside Mercado Libre,” titled “The Future of Advertising.” Richard Cathcart, Investor Relations Officer, is joined by Jesus Moreno Sosa, Senior Vice President of Advertising at Mercado Libre, to discuss Mercado Ads’ strategy, competitive position, and growth opportunities.

The conversation explores how Mercado Ads complements Mercado Libre’s e-commerce operations and plays a strategic role in our ecosystem. Jesus discusses the distinction between retail media and commerce media, and how Mercado Ads is expanding beyond on-platform performance advertising into full-funnel brand-building formats, including connected TV and other off-platform channels. He notes that 25% of Mercado Ads campaigns now have a branding objective.

A central theme is agentic commerce and how AI agents could change product discovery and shopping. Jesus expects agents to assist people across the journey—from discovering products to purchasing and tracking them—and explains how advertising will need to adapt to those different moments. The episode also covers Mercado Libre’s partnership with Netflix, set to begin in early 2027, and how connected TV campaigns can link audience reach with marketplace and Mercado Pago outcomes.

The discussion explores social commerce, including Mercado Libre’s network of more than 12 million affiliates and creators. Through Mercado Ads’ DSP, brands can connect with that network, set campaign budgets and return-on-ad-spend objectives, and measure results. Jesus also discusses the company’s work with social platforms such as TikTok.

Commenting on how AI agents could reshape product discovery and shopping, Jesus said: “Agentic Commerce isn’t only a new surface; it’s a new concept for how we advertise. An agent can help someone get inspired at the upper funnel or make a purchase more efficiently at the lower funnel.”

Listen to the latest episode, “The Future of Advertising,” on Spotify. Previous episodes with management—covering “Mercado Pago Brazil with Andre Chaves,” “Cross-Border Trade at MELI with Karen Bruck,” “Mercado Pago’s Ambitions and Competitive Advantages with Andres Anavi,” “MELI’s CEO Transition with Marcos Galperin and Ariel Szarfsztejn,” and “MELI’s Acquiring Business with Paula Arregui”—can be accessed here.

About Mercado Libre

Founded in 1999, MercadoLibre, Inc (NASDAQ: MELI) is the leading company in e-commerce and financial technology in Latin America, with operations in 18 countries. It offers a complete ecosystem of solutions for individuals and businesses to buy, sell, advertise, obtain credit and insurance, collect, send money, save, and pay for goods and services both online and offline. Mercado Libre looks to facilitate access to commerce and financial services in Latin America, a market that offers great opportunities and high growth potential. It uses world-class technology to create intuitive solutions tailored to the local culture to transform the lives of millions of people in the region.