Mercado Ads Expands Ad Ecosystem With Hbo Max And Unveils Race, Its First Ai-Created Campaign

Mercado Ads, the advertising unit of Mercado Libre, hosted its Upfront 2025 under the theme “Break The Tape,” cementing its position as one of Latin America’s top three media players and highlighting a 46% growth in advertising investment during 2024.

The company announced a major strategic alliance with HBO Max, which joins its Connected TV (CTV) network alongside Disney+ and Mercado Play. This expansion significantly broadens options for branding campaigns with extended reach across Argentina, Mexico, Colombia, and Brazil. The integration will allow brands to access video inventory within premium entertainment environments, enhancing campaign attention and effectiveness.

Intelligence and Creativity Serving Brands

In parallel with the content announcements, Mercado Ads presented the evolution of its Intelligence Hub tool, designed to transform big data into smart decisions across the entire funnel. The company also rolled out new co-branding and sponsorship solutions for key dates such as Hot Sale and Cyber Monday.

Another central announcement was the launch of ‘Race,’ a campaign created entirely using Artificial Intelligence by the agency GUT. The campaign illustrates the risks and opportunities within digital advertising, utilizing the metaphor of a race to show how data and segmentation define a brand’s performance in the current competitive environment.

“‘Break The Tape’ marks a new chapter for Mercado Ads and for the advertising industry in the region. It represents our way of continuing to challenge limits, pushing brands to achieve real, measurable results, from awareness through to conversion,” stated Jesús Moreno Sosa, SVP of Mercado Ads.