Case Study: Mercado Libre boosts audience precision and revenue with Google Marketing Platform

MercadoLibre delivers audience precision in programmatic guaranteed deals

Mercado Libre, a leading ecommerce platform in Latin America, wanted to grow revenue by making better use of its audience data. Working with Google Marketing Platform, the company used Google Analytics 360 and Google Ad Manager 360 to turn first-party shopper behavior and product-interest insights into more precise audience segments for advertisers.

Google Marketing Platform helped Mercado Libre package those segments into programmatic guaranteed deals, giving advertisers guaranteed reach and more tailored campaign options. The results were strong: campaigns using the audience segments delivered over 60% higher RPMs, programmatic direct drove 2x higher RPMs than open auction, and one advertiser saw 25% of campaign revenue and 40% new-visitor sessions attributed to Mercado Libre ads.

Mercado Libre