U.S. HISPANIC
Adsmovil launches Linki to simplify buying and operations in multiretail, multichannel, and multiscreen Retail Media
22 de mayo de 2025
Diego Schreiber, Alberto Pardo and Anne-Marie Dono
Kinesso, the Data & Tech unit of IPG Mediabrands, will be the first agency network in Latin America to operate Linki through its agreement with Adsmovil.
Designed to tackle the main operational challenges of the ecosystem, Linki centralizes and standardizes Retail Media buying, addressing the fragmentation of the environment and enabling more efficient, precise, and transparent campaigns. From a single platform, it allows agencies and brands to execute full-funnel strategies across multiple retailers, integrating onsite, offsite, and in-store screen formats in a simple, scalable, and standardized way. It includes a planning module based on real shopper behavior data such as searches, visits, or keywords within each retailer, and an activation module that enables multiformat, multiscreen execution.
Additionally, it features a highly robust online reporting system, offering key metrics such as ROAS, sales, and new users; standardized cross-retailer reports, product-level traceability, and real-time dashboards with full transparency on pricing and results.
Kinesso, the Data & Tech unit of IPG Mediabrands, will be the first agency in Latin America to integrate this platform across its operations, benefiting brands like Nestlé, Unilever, and Kenvue, among many others, with data-driven media and audience management.
Linki already concentrates more than 108 million identified digital shoppers and is connected to over 27 active retailers in the region. These include companies such as Farmatodo, Supertiendas Olímpica, and Locatel in Colombia; DIA and Farmacity in Argentina; HEB, La Comer, and Prixz in Mexico; and Rappi, among others.
The collaboration between Adsmovil and Kinesso goes beyond platform access: it includes a joint work plan focused on the continuous improvement of Linki, with a customization framework tailored to the specific needs of IPG Mediabrands. It also includes planned integration with other tools from IPG’s tech ecosystem, ensuring a smooth and efficient experience. A key pillar of this alliance is the ongoing training of talent in all markets, along with the creation of shared standards that foster the professionalization and maturity of the Retail Media ecosystem in the region.
“Linki is the only tool currently in the Latin American market that allows buying and operating multiple retailers from a single platform. Our commitment is always focused on delivering technology and business solutions that add value for our clients,” said Alberto Pardo, Founder and CEO of Adsmovil.
Diego Schreiber, Regional Director of Ecommerce, Eretail Media & Experience at Kinesso, commented: “One of the biggest challenges in Retail Media has been operations: the lack of standardization, multiple systems, and the difficulty of scaling. Linki solves that problem.”
Anne-Marie Dono, Regional President of Kinesso, added: “We seek strategic partners who share our vision of transforming Retail Media by eliminating fragmentation in data and platforms. Having a tool like Linki allows us to make that vision a reality by simplifying processes, optimizing time, and improving client outcomes.”
The Retail Media market in Latin America is experiencing rapid growth and is expected to reach USD $2.64 billion this year. With this regional partnership, effective as of May 2025, Adsmovil and IPG Mediabrands aim to lead that transformation—offering brands, retailers, and agencies a high-level technological infrastructure designed to scale with precision and efficiency across the region.
