Batanga Media is providing its proprietary ethnicity data to comScore's validated Campaign Essentials (vCE) product, Batanga announced Tuesday.
Batanga, comScore's first Hispanic content partner to provide data for digital campaign measurement, is the largest independent digital media and content company for the U.S. Hispanic market as well as Latin America and Brazil, according to a news release.
The partnership means advertisers hoping to reach the ever-growing U.S. Hispanic online audience can be more certain they're hitting their targets, according to Batanga.
"Batanga Media believes that qualifying ethnicity is important in order to provide clients with accurate identification and metrics on this important audience segment," Rafael Urbina, CEO of Batanga Media, said in the release.
He said his company's partnership with comScore "reflects both companies' commitment to further evolve the Hispanic digital space."
Batanga's data will be integrated with comScore's own opt-in panel data to validate Hispanic ethnicity within digital campaigns delivered to U.S. audiences, and will be protected in accordance with the 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," Anne Hunter, comScore senior vice president of global marketing strategy, said in the release.
She said comScore expects to "significantly bolster the quality of our audience reporting for digital campaigns" through Batanga's demographic data. "Greater depth and reporting granularity for Hispanics means an improved ability for our clients to optimize their campaigns in real-time."
Batanga Media's digital properties include Batanga.com, the Batanga Radio mobile app, iMujer.com and BolsadeMulher.com.
A global leader in digital analytics, comScore Inc. (NASDAQ: SCOR) offers insights on Web, mobile and TV consumer behavior that help clients maximize their digital investments. Its clients include Fox, Yahoo and Microsoft.
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