Mexico is one of the most digitalized countries in Latin America. As of 2025, 83.3% of the population uses the internet, making it a highly connected market.

Many experts view Mexico as a strong advertising opportunity – especially when it comes to mobile programmatic.

To support this view, let’s look at the latest data on programmatic advertising in Mexico. We’ll analyze the mobile market and highlight key digital trends to watch in 2025.

Learn more about the digital landscape in other Latin American countries in our overviews.

• Programmatic Advertising in Chile: Mobile Market Insights
  
• Programmatic Market in Argentina: Top Reasons to Try Mobile Advertising
  
• Programmatic Advertising in Brazil: Mobile Market Analysis
  
• Marketing in Peru: In-App Advertising Trends
  
• Colombia Digital Advertising Market Overview
  
• Digital Advertising in Uruguay: Market Overview

Internet Habits of Mexican Users

Before diving into the overview of the digital market and the programmatic segment, it’s important to take a look at the digital profile of Mexico’s population — this will help better understand the audience and market trends.

As of 2025, Mexico’s population stands at 131 million, with 110 million being active internet users — and this number continues to grow.

The country’s internet penetration index is 122.8, indicating a level of digital activity above the global average.

The mobile segment stands out in particular:

• 96.6% of users access the internet via smartphones
• 64.3% use desktops

How much time do Mexicans spend online, and why?

Mobile usage continues to dominate in Mexico — mobile traffic accounts for 57.4%, according to Digital 2025: Mexico.

On average, Mexicans spend 7 hours and 32 minutes online each day, including:

• 4 hours and 20 minutes on smartphones
• 3 hours and 13 minutes on computers and tablets

The main reasons for going online are:

• Searching for information — 69.3%
• Staying in touch with family and friends — 66.1%
• Looking for instructions and how-to content — 65.3%
• Listening to music — 61.7%

Digital Advertising in Mexico

According to Data Reportal, Mexico’s advertising market continues to grow.

Total ad spending across online and offline channels amounts to $10.3 billion, with $5.86 billion allocated to digital channels — that’s 57% of the total ad budget.

Over the past year, spending on digital channels increased by 10.4%, highlighting the growing focus of advertisers on digital tools.

Looking at the breakdown of digital ad budgets, the leading categories are:

• Social media advertising — $2.18 billion
• In-app advertising — $1.93 billion
• Online video advertising — $1.84 billion
• Search advertising — $1.65 billion

Programmatic Advertising in Mexico

Programmatic advertising is highly popular in Mexico, accounting for 79.5% of total digital ad spend.

In 2025, programmatic ad spend reached $4.66 billion, showing a 12.4% growth year-over-year.

Projections indicate that by 2026, programmatic spending could reach $4.82 billion — and given the current momentum, actual figures may surpass this forecast.

If you want to better understand what programmatic advertising is and how it works, make sure to check out our detailed guide on the topic.

In-App Advertising in Mexico

In-app advertising is one of the key segments of Mexico’s advertising market. Considering that users spend nearly 5 hours a day on their smartphones, it makes sense for brands to focus on mobile channels.

Brands are already actively investing in in-app advertising. As of early 2025, ad spend in this segment reached $1.93 billion, reflecting a 12.9% growth compared to 2024.

Overall, in-app advertising accounts for 32.9% of total digital ad spend in Mexico.

The average ad spend per mobile internet user in the in-app advertising segment is estimated at $19.03 in 2025.

According to Statista, Mexico’s in-app advertising market is expanding rapidly, driven by the growing penetration of smartphones and the increasing popularity of mobile apps among the population.

Which Apps Are Popular in Mexico and How to Advertise in Them?

Mexico has its own list of top downloaded apps. Among the leaders are:

• Roblox
• My Superstore Simulator
• Free Fire
• Mini Games: Calm & Relax
• Offline Games – No Wifi Games
• Subway Surfers

A natural question for advertisers — in Mexico and across Latin America and beyond — is: Which apps or categories should we choose to get real results?

Our answer: don’t limit yourself to a small set of apps. Real impact comes from working with trusted categories — from games and utilities to women’s health apps and lifestyle tools.

We have access to top-performing apps across different categories, along with the tools to run successful in-app campaigns. For over 10 years, we’ve been helping brands advertise effectively in mobile apps — and our case studies speak for themselves.

Check out our examples and drop us an email if you want to launch your next campaign.

We’ve reviewed the key data on the digital market and the development of programmatic advertising in Mexico for 2025.

Here are the main takeaways and trends brands should consider:

• Leverage omnichannel strategies.

Engage audiences across multiple channels — from in-app to search ads — to boost reach and campaign effectiveness.

• Focus on the mobile segment.

Users are spending more time in mobile apps. In-app advertising is growing steadily and shows strong user engagement.

• Maximize the power of programmatic.

Programmatic offers precise targeting, scalable campaigns, and transparent analytics — especially effective on mobile platforms.

Why Choose Mobile Programmatic Advertising in Mexico?

Mobile programmatic advertising is one of the most effective channels for audience engagement. We have successfully executed numerous campaigns across various industries — from FMCG and pharma to automotive and retail — both globally and within Latin America.

One of our recent cases is the promotion of the Abastible brand in Chile.

The goal of the campaign was to increase brand awareness and drive targeted traffic to the website. The main focus was on an audience aged 25–50, with interests in home, family, parenting, food, and outdoor activities.

We used an interactive Rich Media banner and placed ads across various apps. Throughout the campaign, we continuously optimized placements to focus on the most active and engaged users.

This approach allowed us to exceed the established benchmarks: the campaign achieved a CTR of 2.22%, significantly higher than the market average.

Want to achieve the same high results with mobile programmatic advertising?

Check out our case studies and contact us — we’ll help you reach your goals together.

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