Programmatic in Brazil

Researches & Insights
May 19, 2022 / Author: Irina Rubanenko

The Brazilian digital market is growing year by year. As for programmatic buying, it has emerged as one of the most prospective sectors in the region over the past few years.

Digital ads market

Brazil has ramped up digital ads spending in recent years, and according to the latest data, advertisers will invest more heavily than ever in the next few years. 

Based on Statista, ad spending in the Digital Advertising market is projected to reach US$5.18B in 2022.

According to Statista

Programmatic buying in the Brazilian digital ad market is rapidly growing. It takes up more than half of the digital advertising industry. Programmatic share is predicted to increase up to 87% in 2026.

Available audience

The amount of internet users in Brazil is growing year after year. There are 165.3 million internet users in 2022. Kepios analysis indicates that internet users increased by 5.3 million (+3.3%) between 2021 and 2022. 

DataReportal’s research shows that there were 224.9 million cellular mobile connections in Brazil at the start of 2022. The number of mobile connections increased by 12 million (+5.6%) between 2021 and 2022.

The Brazilian population spends a lot of time on social media. There are 171.5 million social network users in this region in January 2022. Moreover, the number of social media users is constantly growing. Based on Kepis analysis, that  increased by 14.3% between 2021 and 2022. There is an excellent opportunity for brands to not only increase awareness and profit growth, but communicate with their target audience as well. Therefore, a lot of brands began to redistribute their ad budgets to social media.

According to DataReportal

Ad formats

The market’s largest segment is Search Advertising with a market volume of US$2.07B in 2022. 

Because of the high number of smartphone users in this country, Brazilian brands are focusing on mobile ad format. Advertising on social networks is popular as well. To attract more users, brands began to increase the budget for advertising on social media.


Top websites ranking


Top SSPs used in Brazil

  • Rubiconproject
  • Appnexus
  • Pubmatic
  • Smartadserver
  • Openx
  • Google Ad Manager
  • Criteo

E-commerce in Brazil

Brazil is the largest Latin American e-commerce market, and revenue is projected to reach US$49.17B in 2022. The consumer’s behavior has changed since the beginning of the pandemic. People have become more confident to shop online and the market has adapted and opened to new opportunities. Almost 46 million people shopped online at least once in Brazil during 2021. It’s nearly 7% more than the 43 million unique online shoppers registered a year earlier. During the pandemic even more businesses have decided to open up online shops and expected is that e-commerce in Brazil will further accelerate and grow. 

Also e-commerce development was led by the increasing penetration of smartphones over the last time. For its strong mobile appeal, it is key that e-commerce solutions in Brazil are flexible and user friendly. Purchasing products through social media platforms such as Facebook and Instagram also become more popular, because the amount of social network users are increasing. It’s expected to grow faster than other traditional channels in the next few years.It gives opportunities for a lot of brands to engage with their customers. Therefore, brands should carefully consider strategies to promote their products in social networks.

According to Ecommercedb

Revenues for eCommerce continue to grow in Brazil. New markets are emerging, and existing markets also have the potential for further development.

Market peculiarities

Programmatic advertising in Brazil is gaining popularity among other advertising technologies. As internet and mobile usage is growing, thus pushing growth in programmatic advertising. Given the size of the market and its anticipated growth, Brazil and the whole of Latin America could eclipse the U.S. in programmatic spending and be paving the way for establishing best practices.