The Architecture of Precision: Inside Mercado Libre’s CDP
.svg)
Mercado Libre is Latin America’s largest e-commerce and fintech ecosystem. Operating in 18 countries, it empowers millions of buyers and sellers through its marketplace, payment platform (Mercado Pago), logistics network (Mercado Envíos), and ad-tech solution (Mercado Ads). Mercado Ads.
The Challenge
With millions of users interacting through multiple devices, accounts, top-of-the-industry media content streaming partners, and even third-party platforms, the company struggled to build granular segments and execute precise ad targeting. This made it difficult to attribute campaign performance, personalize engagement, and optimize marketing investments.
On top of this, Mercado Libre’s existing analytics tools needed to boost the speed of insight delivery. It was during the early stages of our strategic partnership, around 2021, when Muttdata and MELI started to think about building a Composable CDP platform.
At this time, teams worked using non-scalable ETLs that required manual intervention to build audiences. There was no centralized system to automate audience creation, track users across channels, or activate audiences in real time, all of which limited the effectiveness of both internal campaigns and off-platform media buying.
The Solution
To transform its marketing capabilities, Mercado Libre partnered with Muttdata to build a Composable CDP a scalable foundation for audience intelligence, campaign optimization, and personalization.
The project had two main components:
Audience Engine: A self-service platform was built to let business and marketing teams create audience segments without coding. The engine supports complex segmentation rules (behavioral, demographic, transactional), ensures data freshness and quality with continuous ELT pipelines, includes ML-based lookalike models to expand reach, and activates audiences across internal tools, on-platform campaigns, and external DSPs.
Identity Resolution: To unify user signals across channels, devices, and partners, a robust Identity Resolution system was deployed. To unify user signals across channels, devices, and partners, a robust Identity Resolution system was deployed.
Together, these components created a centralized, privacy-compliant platform that reduced manual work, improved data governance, and empowered Mercado Libre to scale and personalize its marketing with confidence.
What started as a technical solution became a strategic capability: a platform to power smarter decisions, faster marketing, and better user experiences.
415
180,000
280,000
Learn More about Mercado Libre's CDP
.png)