¿Qué tipo de datos usa Retail Media para mostrar anuncios relevantes?

Retail Media primarily leverages the retailer's first-party data. This data is collected directly from user interactions within the retailer's ecosystem, such as purchase history, search queries, and browsing behavior. This direct collection makes first-party data highly accurate and reliable, enabling platforms like Mercado Ads to connect brands with consumers who have demonstrated purchase intent in real-time. By basing ads on actual customer behavior within the platform, ads achieve superior relevance, optimizing ad spend by reaching the right audience at the precise moment of their purchasing decision. Second-party and third-party data, while useful in other contexts, are not the defining characteristic of Retail Media's core strength in targeting. Advertiser CRM data is also first-party but belongs to the advertiser, not the retailer, and is not the primary data source for the retailer's ad platform.