Uruguay’s digital advertising landscape continues to mature, with a viewability rate of 72.4% in 2026, indicating significant ad engagement. The total digital ad spend has reached approximately USD 125 million, reflecting increased investment in digital channels. Mobile devices dominate ad spend, accounting for over 65%, highlighting the country’s mobile-centric digital behavior. Marketers focus on programmatic channels, which account for over 62% of total digital advertising expenditure, optimizing targeting and efficiency.
The high viewability rate suggests improved ad quality and better targeting strategies by advertisers. The growth in digital spend, especially on mobile, shows Uruguay’s shift towards digital-first marketing approaches. As digital maturity advances, advertisers are increasingly leveraging data-driven approaches to enhance campaign performance and user engagement, positioning Uruguay as a growing digital advertising hub in Latin America.