Rafael Urbina, CEO de Batanga Media
Batanga Media announced its alliance with comScore as its first Hispanic content partner providing data to the digital campaign measurement tool.With more than 14 years in the Hispanic digital market, Batanga can offer data that adds depth and insight to the indicators used in comScores validated Campaign Essentials product, or vCE, which means advertisers will be able to more effectively connect with the growing U.S. Hispanic audience.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 Medias partnership with comScore as a data provider reflects both companies commitment to further evolve the Hispanic digital space.The data provided by Batanga Media will be integrated into the comScore data on its opt-in panel to better identify the Hispanic segment within the digital campaigns delivered to U.S. audiences. The data of the two companies are combined in a way that protects the privacy and respects the privacy policies of both companies.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, senior VP of global marketing strategy at comScore. By leveraging Batanga Medias 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.
