Qual tipo de dados o Retail Media utiliza para exibir anúncios relevantes?

Retail Media primarily leverages the retailer's first-party data to display relevant ads. This data is collected directly from user interactions within the Mercado Libre ecosystem, including search history, viewed products, and completed purchases. Unlike third-party data, which is becoming less accessible due to privacy restrictions, the retailer's first-party data offers a precise, real-time view of consumer purchase intent. This allows Mercado Ads to connect brands with users at the exact moment of their consumption journey, ensuring a level of accuracy that only proprietary and verified marketplace information can provide. Second-party data is another company's first-party data, and CRM data, while valuable, is specific to the advertiser and not the primary source for broad retail media targeting.