Flywheel, Omnicom's retail tech arm, takes another important step in expanding its Retail Media capabilities in Latin America and announces the integration of Mercado Ads, Mercado Libre's advertising business unit, into its proprietary Flywheel Commerce Cloud (FCC) platform for Brazil and Mexico. The platform allows brands and advertisers to have unified Share of Voice and Media Reporting data in a single environment, covering the region's largest marketplace.
“With this announcement, Flywheel reaffirms its commitment to offering the most complete and strategic platform for media management in marketplaces. The FCC strengthens brands' ability to operate smarter and more competitively in Brazil and Mexico, with access to dynamic, high-frequency insights into Ads performance,” says Janaina Reimberg, Managing Director of Flywheel LATAM.
By bringing Mercado Ads into the FCC ecosystem, Flywheel enables smarter, faster, and more competitive media decisions on a multinational scale.
“Today, we are the third largest digital media player in Latin America and the largest retail media player in the region. We work with a giant first-party database that allows us to generate billions of audience signals so that brands can reach the right consumers at the right moment in their journey. More than a technological advancement, the integration represents a strategic milestone for the partnership between Flywheel and Mercado Ads,” says Mario Meirelles, Senior Director of Mercado Ads in Brazil.
Main benefits of the FCC:
- Complete competitive overview: monitoring paid and organic presence on Mercado Libre, at the brand and manufacturer level, enabling more accurate benchmarks and robust strategies to increase share of voice.
- Data unification in one place: media campaigns and investments can now be analyzed directly in the FCC, automating reports and consolidating information from multiple platforms. This integrated view enables comparative analyses with other media players.
- Investment optimization: granular performance data helps identify growth opportunities, adjust bidding , and direct resources to campaigns with the highest return.
- Expanding regional and global coverage: Mercado Libre's inclusion in the portfolio of strategic retailers reinforces the scale and consistency of the data lake , expanding the insights available to clients around the world.
