Batanga Media, a digital media and content company for the U.S. Hispanic market, Latin America, and Brazil, today announced it is providing its proprietary ethnicity data to comScore’s validated Campaign Essentials (vCE) product. Batanga Media becomes comScore’s first Hispanic content partner to provide data to the digital campaign measurement tool.

With over 14 years in the Hispanic digital space, Batanga Media’s data adds depth and an additional layer of validation to the ethnicity metrics utilized by comScore’s vCE product. Advertisers, especially those seeking to effectively reach the ever-growing U.S. Hispanic online audience, will not only benefit from enhanced validation of the U.S. Hispanic online audience, but from the insights the data can provide as well.

“Batanga Media believes that qualifying ethnicity is important in order to provide clients with accurate identification and metrics on this important audience segment,” said Rafael Urbina, CEO of Batanga Media. “Batanga Media’s partnership with comScore as a data provider reflects both companies’ commitment to further evolve the Hispanic digital space.”

The proprietary data provided by Batanga Media will be integrated with comScore’s own opt-in panel data to best identify and validate Hispanic ethnicity within digital campaigns delivered to U.S. audiences. The data from the two companies will be combined in a privacy protected manner, and adherence to the two companies’ privacy policies.

“Hispanic consumers represent one of the fastest-growing segments of the U.S. population and they are only increasing in importance to marketers,” said Anne Hunter, comScore SVP of Global Marketing Strategy. “By leveraging Batanga Media’s valuable demographic information on Hispanic consumers, comScore can significantly bolster the quality of our audience reporting for digital campaigns. Greater depth and reporting granularity for Hispanics means an improved ability for our clients to optimize their campaigns in real-time.”

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