Case Study: Mercado Libre achieves 60% lift in RPMs with Google Analytics Solutions

MercadoLibre delivers audience precision in Programmatic Guaranteed Deals

MercadoLibre, one of Latin America’s largest e‑commerce platforms with more than 130 million registered users, needed to grow ad revenue by turning its rich first‑party data into premium, high‑intent audiences for advertisers. The challenge was to package and sell that audience precision in a way that guaranteed reach and delivered measurable business outcomes for buyers.

Using Google Analytics 360, MercadoLibre created precise audience segments from shopper behavior and exposed them through DoubleClick for Publishers as Programmatic Guaranteed deals that advertisers bought via DoubleClick Bid Manager. The result: campaigns using these segments saw a >60% lift in RPMs versus standard campaigns, Programmatic Direct delivered 2x the RPMs of open auction impressions, 35% of programmatic revenue came from deals within five months, and a Magazine Luiza campaign attributed 23% of conversions and >25% of revenue to MercadoLibre’s targeted ads while driving 40% of sessions from new visitors.

Mercado Libre