Flywheel, Omnicom's retail technology division, announces full integration of Mercado Ads into its proprietary platform

Flywheel, retail tech of Omnicom, takes another important step in expanding its Retail Media capabilities in Latin America and announces the integration of Mercado Ads, a business unit in advertising of Mercado Livre, for Brazil and Mexico to its proprietary platform Flywheel Commerce Cloud (FCC). The platform allows brands and advertisers to have unified data from Share of Voice and Media Reporting in a single environment, covering the largest marketplace in the region.

"With this announcement, Flywheel reaffirms its commitment to providing the most complete and strategic platform for media management in marketplaces.The FCC strengthens the ability of brands to operate smarter and more competitively in Brazil and Mexico, with access to dynamic and high-frequency insights into Ads performance”, says Janaina Reimberg, Managing Director of Flywheel LATAM.

By bringing Market 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 primary database that allows us to generate billions of audience signals so that brands can reach the right consumers at the right time of the journey.More than a technological breakthrough, integration represents a strategic milestone for the Flywheel and Ads Market partnership.”, says Mario Meirelles, Senior Director of Ads Market in Brazil.

Key benefits of FCC:

• Complete competitive vision: monitoring of paid and organic presence in Mercado Livre, at the brand and manufacturer level, allowing more accurate benchmarks and robust strategies to increase share of voice..
• Unify data in one place: media campaigns and investments can now be analyzed directly in the FCC, automating reporting and consolidating information from multiple platforms. This integrated view enables comparative analysis with other media players.
• Investment optimization: granular performance data helps identify growth opportunities, adjust performance strategies, and bidding strategies, and allocate resources to campaigns with higher returns.
• Expansion of regional and global coverage: the entry of Mercado Livre in the portfolio of strategic retailers reinforces the scale and consistency of the data lake hotel FCC, expanding the insights available to customers around the world.