Question · Q4 2025
Marcelo Santos inquired about the drivers behind the accelerating growth and penetration of MercadoLibre's advertising business, asking about the main products, regions, or specific factors contributing to this acceleration.
Answer
Ariel Szarfsztejn, President of Commerce, expressed satisfaction with the 67% FX-neutral ad revenue acceleration, driven by broad-based improvements in their tech stack (auction, bidding, placement optimization, demand generation) and an easy-to-use platform. He cited specific AI-powered initiatives like the Budget Orchestrator and budget boost for seasonal campaigns, noting significant potential for further growth as ad revenue as a percentage of GMV is still small.
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