Retail media, AI Will Redefine Omnichannel Growth in Mexico

Groovinads is an advertising technology (AdTech) company with over 15 years of experience in Latin America that offers comprehensive solutions for programmatic advertising and retail media. 

Q: Groovinads has over 15 years of experience in Latin America. What is the company's position in the Mexican market? 

A: We are a highly dynamic and agile organization, a necessity in an industry that functions much like a roller coaster due to constant technological shifts. This adaptability is embedded in our corporate DNA, allowing us to maintain a startup mindset focused on continuous innovation despite our extensive history. In the Mexican market, where we have operated for 10 years, our success is rooted in a deep understanding of local requirements. 

Q: In a market saturated with intermediaries, what technical value proposition sets Groovinads’ full-service solutions apart? 

A: Our primary differentiator lies in our ability to understand the specific business challenges of each client rather than simply deploying generic technological solutions. For example, when we expanded into retail media, we realized that every retailer occupies a different stage of digital maturity. Consequently, we developed a modular technology that adapts to the specific evolutionary stage of the partner, allowing us to integrate our programmatic advertising expertise with a customized approach, ensuring that our technical infrastructure solves actual operational pain points instead of offering a one-size-fits-all product.

Q: What indicators or changes in consumer habits were the strategic factors that motivated the launch of your retail media platform in Mexico at this specific time? 

A: The deprecation of third-party cookies was the primary catalyst, as it significantly increased the value of first-party data and user traffic held by large e-commerce platforms and retailers. We observed that while digital natives like Amazon and Mercado Libre moved quickly to capture this opportunity, traditional brick-and-mortar companies lacked the technological mindset to compete. Because we have spent 15 years in media sales, we provide a unique advantage: we are not just a technology provider, but a strategic partner that knows how to monetize audiences. We help these traditional players build a media business from the ground up, allowing them to leverage their high-value data against the industry’s largest incumbents.

Q: What advantages do advanced metrics such as Share of Voice, Share of Market, and Share of Cart offer over traditional ones? 

A: Traditional industry standards often focus on Return on Ad Spend, which frequently relies on opaque "black box" attribution models that generate bias and lead to poor investment decisions. To address this issue, we have shifted the conversation toward incrementality and growth metrics that reflect a real impact on sell-out. By analyzing Share of Market or how a brand’s visibility compares to its competitive set through Share of Voice, we eliminate the debate over attribution. This approach provides our clients with a transparent view of how their digital strategies actually drive market share and consumer consideration, which is the data that truly interests executive-level decision-makers.

Q: Why do most organizations continue to operate under fragmented models instead of achieving true operational integration? 

A: Much of this fragmentation is due to organizational inertia. For example, many agencies still maintain separate teams for traditional and digital media, which creates communication breakdowns and hinders brand performance. However, technology has evolved to the point where we can now unify the activation of display, connected TV, streaming platforms, and Digital Out-of-Home from a single interface. While it will take time for the market to fully adopt these processes, we are moving toward a reality where attribution models can link a digital advertisement directly to a physical store purchase using Device Identification. 

Q: How is the lack of a clear omnichannel strategy and architecture affecting Mexican companies? 

A: The rapid growth of platforms like Amazon and Mercado Libre is the clearest example of this competitive shift, as they have mastered the integration of media and sales data. Traditional retailers that have been slow to incorporate omnichannel strategies are losing significant ground. We believe brands must demand that all their sales channels incorporate retail media to prevent these dominant marketplaces from controlling the entire customer relationship. If brands prioritize short-term sales over the medium-term development of diverse channels, they risk losing their strategic positioning and becoming entirely dependent on a few dominant players who own the customer data.

Q: What role will AI play in the future of Latin America’s advertising ecosystem? 

A: AI will play a protagonist role in the future by fundamentally changing how consumers buy. Interfaces like those of major marketplaces may lose value as consumers increasingly use AI engines for product research, entering platforms only to complete the final purchase. This shift will force the advertising industry to move toward AI-driven strategies where everything from planning to execution and real-time optimization is automated. At Groovinads, our strategic roadmap is focused on becoming a 100% AI-integrated organization, ensuring that we stay ahead of these changes in consumer behavior and media management.

Q: Looking ahead to 2026, what are the operational priorities for Groovinads to consolidate its presence in Mexico? 

A: Our immediate operational priorities involve embedding AI across all internal processes to enhance the level of service we provide to our clients. This includes everything from the automated generation of strategic proposals to the error-free execution of campaigns and the use of AI-driven analytics to extract actionable insights mid-campaign. By 2026, we aim to have these optimizations fully integrated to maximize the results of every investment. In the long term, specifically within our Retail media business, our goal is to make this proprietary technology directly available for our clients' autonomous use, empowering them with high-level tools to manage their own digital ecosystems efficiently.