Click here to view the full forecast of digital ad spending, by country.

Retail media ad spending, by country. Latin America retail media ad spending. Latin America Mercado Libre ad revenues.

Plan ads in high-growth markets and target app demographics and geography to maximize return on ad spend (ROAS).

Global ad spending has steadied after a turbulent year, setting the stage for modest acceleration in 2026. Digital is still the main engine, but traditional media’s rebound will add lift as markets stabilize.

Globally, its share drops considerably, but that’s because Amazon has little business in China and captures almost none of its domestic ad spending. If we exclude China, Amazon’s global retail media share leaps back up to roughly 71%.

Digital ad spending, by country. Retail and ecommerce sales, by country.