Digital advertising in Brazil shows high concentration in Google and Meta

Google and Meta currently control 81% of digital advertising investments in Brazil, according to Digital AdSpend 2026 data from IAB Brasil and Kantar IBOPE Media. Of this total, 55% is directed toward social media and 26% toward paid search.

Industry professionals are discussing programmatic media as a potential avenue for diversification. Data from Clara Cartões, utilizing AI-driven Marketing Mix Optimization in partnership with Mastercard, suggests that programmatic media contributed between 11% and 19% to measured channel results across Brazil, Mexico, and Colombia, highlighting its role in brand building and incremental contribution beyond final conversions.