MERCADEO Versión en español
Pete Lerma and Rodrigo Vallejo launch YouNite Media to help brands achieve their multicultural goals
Claudia Smolansky| 5 de julio de 2022
Pedro Lerma Rodrigo Vallejo
After appealing to minority target groups over the past decade, Pete Lerma, CEO of LERMA/, and Rodrigo Vallejo, CEO of RO2 Media, noticed a change in the way companies invest in advertising, putting ever more emphasis on working with minority-owned organizations. This led them to join forces in founding YouNite Media, as a way to help brands and corporations do their marketing more efficiently. “After the murder of George Floyd and what I call the 2020 multicultural awakening, brands have committed themselves to invest in media companies owned by African Americans and Hispanics,” Lerma said. “The problem in the industry is that there aren’t enough scalable media. So we started one.”YouNite Media was launched with a capacity for reaching 25 million people across segments of the general, Hispanic, African American, Asian and LGBTQ markets. Organized through a strategic alliance with Viant®, makers of people-based advertising software, YouNite is rooted in the best programmatic software of its class, Adelphic®, and the patented Household ID, which help brands connect and measure their engagement with key audiences over the open web, without cookies and including CTV, mobile devices, desktop computers, DOOH and audio streaming. “Our goal is to create a truly diverse media company that evolves like the people with whom client companies are eager to interact,” Vallejo said, adding that YouNite offers a complete combination of services “in order to perfect the unique messages of a brand over the relevant channels, as well as the way to effectively measure online and offline conversations.” The company will also set aside 5 percent of its profits to finance new minority-owned companies.
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