The recent INMA Latin American conference revealed sophisticated approaches to branded content, e-commerce integration, and audience personalisation, demonstrating how Latin American publishers are innovating and building sustainable advertising ecosystems in the “post-traffic era.”

Branded content as strategic innovation

O Globo’s G.Lab studio exemplifies branded content evolution, producing over 10,000 pieces annually through a six-stage framework: editorial integration, depth conversations, answer positioning, SEO optimisation, “brandformance” measurement, and influencer partnerships. Their campaign for Bradesco bank achieved a 20% brand perception lift, demonstrating measurable branded content impact.

Additional success stories include their Banco Safra project, which was so effective that three years later, the company remained top of mind for investments. For nutritional supplement Sustagen Kids, G.Lab developed branded content addressing common parental questions, published in trusted outlet Crescer, resulting in the No. 1 organic Google search rankings.

Since 2019, G.Lab has seen 332% growth in branded content output, combining influencers, events, and multimedia formats — including award-winning native ads and in-person activations — to transform branded content into a strategic communication platform. Their influencer partnerships within G.Lab’s framework use specific publications paired with influencers in fashion, beauty, celebrity news, and home décor to broaden reach.

As Federico Ehrenfeld said, “In 2025, it’s very hard to find a media outlet that doesn’t have a branded content unit.”

E-commerce integration and personalisation

Latin American publishers are also leveraging behavioural insight for audience engagement. Industry advisor Santiago Arieu emphasised how first-party data enables targeted content delivery similar to e-commerce remarketing: “We can contact users with more content on topics they’ve shown interest in or promotions related to articles they’ve already engaged with.”

This sophisticated approach demonstrates how publishers can apply e-commerce strategies to news consumption, using first-party data to create personalised content pathways that drive both engagement and advertising effectiveness.

Data-driven audience segmentation

Grupo Clarín’s real-time data platform demonstrates advanced audience intelligence, tracking user behaviour across all digital properties to create micro-segmented campaigns. Led by Product Manager Matías Franco, their proprietary data collection and analysis tool allows the team to measure all user activity, understand habits and interests, and anticipate behaviours to adapt both content and campaigns.

Their approach focuses on reaching increasingly specific audiences by combining data analysis with innovative advertising formats. This creates detailed audience profiles with robust insights, enabling precision targeting that improves advertiser outcomes while maintaining editorial integrity. 

As Franco said: “We wanted the tool to connect to other tools to be able to show the correct type of ad in the correct format to each audience.”

This sophisticated segmentation approach, combined with real-time creative adaptation and performance measurement, exemplifies the INMA Advertising Initiative’s goals for first-party data activation and advertiser value demonstration.

Measurement and attribution excellence

Latin American publishers are implementing comprehensive measurement frameworks that go beyond traditional metrics. Publishers now measure brand lift and incrementality for branded content projects, addressing the challenges of delivering long-term branding campaigns in a short-term sales environment.

G.Lab’s client dashboard allows advertisers to see real-time campaign performance, with Silvia Rogar noting that “real-time performance gives the advertising this feeling that the investment value is a lot.”

When a large health company wanted to address topics like excessive screen time and burnout, G.Lab created 14 pieces of content published in O Globo, resulting in 20% brand recall advantage over competitors with 45% saying the campaign motivated them to take action.

The emphasis is on developing new KPIs and dashboards to keep up with changing audience behaviours and market conditions, moving beyond traditional Internet metrics to focus on engagement quality and brand impact measurement.

Revenue diversification strategies

Latin American publishers are successfully expanding revenue streams beyond traditional advertising. Events now contribute up to 25% of total advertising revenue for some organisations, representing one of the most successful diversification strategies. Publishers are also exploring affiliate marketing and education initiatives, though scaling these initiatives presents ongoing challenges.

The focus has shifted toward creating organisational structures segmented by industry, providing consultancy and media solutions that go beyond traditional advertising relationships. This approach emphasises customised solutions for advertisers while maintaining strong journalistic brand integrity.

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