The digital media ecosystem in Latin America is undergoing a transformation that forces brands to rethink their value strategies. The growth of this channel has been based on four pillars of efficacy: efficient reach, advanced segmentation capabilities, proven notoriety, and direct impact on commercial results. Despite its success, the industry faces the challenge of evolving toward unified metrics that allow for consistent comparisons with traditional television. In this context, EXTE played a crucial role by introducing GVOS (Guaranteed Video On Screen). This solution ensures that advertisers only pay for complete and 100% visible views. The GVOS technology automatically pauses ad creatives when even one percent of the ad becomes non-visible, maximizing user attention and exposure quality. This model not only offers efficiency and transparency but also aligns with responsible advertising standards by reducing unnecessary ad downloads and contributing to lower carbon emissions. During 2025, CTV consolidated its position in the region's communication plans. The growth of CTV in 2025 is attributed to its efficient reach and segmentation capabilities, although the industry still faces the challenge of unifying full-funnel measurement metrics. However, the integration of first-party data with advanced attribution tools is already positioning CTV as a medium that directly links advertising investment to business results. EXTE demonstrated its regional growth with notable success stories in 2025. The company, which worked with clients of the caliber of Disney, Amazon, Coca-Cola, and Mercado Libre, strengthened its regional leadership structure for 2026. Gabriela Santos joined as Country Manager for Colombia, and Irmgard Alcalá Espinoza was added in the same position for Mexico. These appointments are integrated into the team that solidifies EXTE's presence in Argentina, led by Indiana Quiñones, and in Chile, with Rossana Peragallo. Ursula Rodríguez, Managing Director for the Andean region, also took over the operations in Mexico, consolidating her role in key markets. EXTE has identified three key trends that will dominate the digital advertising landscape in the coming year: the centrality of Connected TV (CTV) as a meeting point for innovation, data, and ROI; the historic opportunity represented by the 2026 FIFA World Cup for real-time marketing; and the emergence of digital talent as a critical differentiator capable of integrating analytics and creativity. Alberto Grande, CRO for Latin America at EXTE, stated that 'the industry is at an inflection point. By 2026, the brands that manage to integrate technology, creativity, and join efforts to extract the best in terms of data evaluation and application of innovative formulas will be the ones that set the pace in an increasingly competitive and dynamic digital ecosystem'. He also concluded that the company 'is growing from a leadership position and with an effective strategy of connecting with our clients, leveraging all the potential of our technology and creativity, to bring brands to consumers with precision and innovation'.
