U.S. HISPANIC
Mercado Libre’s Pablo Moretti: “We have the ability to connect content and ads with the platform’s data”
8 de junio de 2025
Pablo Moretti, VP of Product Development at Mercado Libre
Pablo Moretti, VP of Product Development at Mercado Libre, shared his vision and strategy behind Mercado Play, the company’s streaming platform, during his participation in the panel From Ad Tiers to FAST: the rise of ad-supported OTTs at NXT Media Days South America.
With an 18-year career at Mercado Libre and currently in the technology area, Moretti is one of the key people responsible for Mercado Play. “It is the streaming platform that Mercado Libre has to provide content, complement our value proposition by incorporating entertainment, and allow advertisers, through Mercado Ads, to monetize that content,” explained Moretti. He also highlighted the importance of “being on another device, which is the television”.
Mercado Play, which was launched on Smart TVs about two months ago, is presented as a “free” proposal, facing the “great challenge of growing a lot”. Moretti highlighted the platform’s “enormous distribution capacity”, thanks to the existing reach of Mercado Libre and Mercado Pago in users’ lives.
The VP of Product Development emphasized the platform’s unique opportunity: “I think we have a great opportunity in how we integrate e-commerce and entertainment into one platform.” He described an ecosystem where ads not only showcase products available on Mercado Libre, but create a “connected value proposition.” “That is, maybe the ad offers me some discount on the store and from the control I can accept that discount and then receive those products, or even end up making the purchase directly on TV,” he detailed.
A key differentiator, according to Moretti, is the ability to connect content and ads with Mercado Libre data and, crucially, with the execution of the transaction. “Not just the information, but the ability for that transaction to then be executed. Unlike other platforms that have a lot of information, Mercado Libre offers the possibility of connecting that ad with the possibility of executing the purchase as well and going through the whole funnel: from the moment I’m interested in something, you convinced me, until I executed it, and being able to give that feedback to the brand.”
