Dos gigantes tecnológicos de origen estadounidense —Google y Meta— acaparan más de 80% del mercado publicitario digital en México, de acuerdo con el reporte Communications, Media and Internet Concentration in Mexico (2019-2022), desarrollado por el Global Media and Internet Concentration Project (GMIC),
Esta tendencia refleja no solo el dominio de las plataformas digitales globales, sino también la falta de competencia local y regional en un mercado cuyo valor ha crecido exponencialmente en los últimos años.
En 2022, los ingresos de publicidad digital en México superaron los 78,900 millones de pesos, un crecimiento de más de 120% respecto a 2019, impulsado principalmente por el cambio en los hábitos de consumo durante la pandemia de Covid-19.
El Global Media & Internet Concentration Project (GMIC) es una iniciativa de investigación que analiza los niveles de concentración en más de 24 mercados de comunicación, internet y medios en 37 países. Está compuesto por más de 50 investigadores y colaboradores de diversos sectores y se encuentra adscrito al Consejo de Investigación en Ciencias Sociales y Humanidades del gobierno de Canadá.
Mercado en expansión
El mercado de la publicidad digital en México no sólo ha crecido, sino que se ha consolidado como uno de los pilares de la economía digital. La transición de los medios tradicionales a las plataformas en línea se aceleró por los confinamientos y las restricciones impuestas durante la pandemia. Esto llevó a millones de usuarios a depender de servicios digitales no solo para entretenimiento, sino también para compras y comunicación.
El reporte del GMIC destaca que este crecimiento no ha sido homogéneo, sino que se ha concentrado en unas pocas manos. Google y Meta son las principales beneficiarias de esta tendencia, acumulando más de 82% de los ingresos publicitarios digitales en México durante 2021. De estos, Google generó 20,705 millones de pesos, mientras que Meta (la empresa matriz de Facebook, Instagram y WhatsApp) alcanzó 25,590 millones.
Estas cifras colocan a México en la misma trayectoria que otros mercados globales donde los gigantes tecnológicos dominan la publicidad digital. Sin embargo, la concentración en el caso mexicano es particularmente alta, lo que plantea interrogantes sobre el impacto en la competencia, la diversidad de opciones para anunciantes y consumidores, y el desarrollo de la industria publicitaria local.
Plataforma y datos
El dominio de Google y Meta no es casualidad. Estas empresas han construido un ecosistema que combina datos masivos, tecnologías avanzadas de segmentación y plataformas con millones de usuarios activos diariamente.
En México, Google se posiciona como la puerta de entrada a internet, dominando el mercado de búsquedas con más de 95% de participación. Esto le otorga una ventaja significativa en la captación de anunciantes que buscan visibilidad inmediata en las búsquedas de los usuarios.
Por su parte, Meta se apoya en su red social estrella, Facebook, junto con Instagram y WhatsApp, para ofrecer campañas publicitarias integradas que abarcan desde anuncios gráficos hasta interacciones directas con clientes potenciales.
El informe destaca que el acceso privilegiado a datos personales y de comportamiento de los usuarios ha sido un factor crucial en el dominio de estas plataformas. En un país donde 78.6% de la población es usuaria de internet, según datos de 2024 del Instituto Federal de Telecomunicaciones (IFT) y el Inegi, la capacidad de estas empresas para analizar y explotar estos datos les otorga una ventaja competitiva difícil de igualar.
Mercado local
Si bien el crecimiento del mercado digital ha generado oportunidades, también ha planteado desafíos para los actores locales. Según el reporte, la alta concentración de ingresos en manos de Google y Meta ha dejado poco espacio para plataformas locales o regionales. Esto no solo limita la competencia, sino que también dificulta la innovación en el sector.
La falta de diversidad en las opciones publicitarias también podría afectar a los pequeños y medianos anunciantes, que dependen en gran medida de las herramientas ofrecidas por estas plataformas globales.
Aunque Google y Meta proporcionan soluciones efectivas, su dominio del mercado les permite establecer precios y condiciones que pueden ser menos favorables para empresas de menor tamaño.
En contraste, los medios tradicionales, como televisión y prensa escrita, han visto una disminución sostenida en sus ingresos publicitarios. En 2022, los medios digitales capturaron aproximadamente 60% del mercado publicitario total, un cambio radical que ha obligado a los medios tradicionales a reinventarse o desaparecer.
Falta de regulación efectiva
El Instituto Federal de Telecomunicaciones (IFT), creado en 2013 como el organismo regulador independiente de las telecomunicaciones y la radiodifusión en México, ha enfrentado críticas por su incapacidad para abordar la concentración en el mercado digital.
A pesar de las medidas asimétricas aplicadas a agentes preponderantes como América Móvil y Grupo Televisa, el informe del GMIC señala que no se han implementado acciones significativas para regular las plataformas digitales internacionales.
La situación es aún más compleja debido a las restricciones impuestas por el Tratado entre México, Estados Unidos y Canadá (T-MEC), que limita la capacidad del gobierno mexicano para regular a las grandes tecnológicas extranjeras. México se encuentra en una posición vulnerable, con pocas herramientas para promover la competencia en el mercado de la publicidad digital.
De acuerdo con el reporte, en un país como México, donde el acceso a internet y la transformación digital están en pleno auge, la concentración del mercado publicitario en manos de Google y Meta revela la urgencia de diseñar políticas que equilibren el ecosistema. De lo contrario, el mercado de la publicidad digital podría convertirse en un terreno exclusivo para unos pocos, al dejar fuera a quienes buscan competir en igualdad de condiciones.
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