MIAMI, Feb. 18, 2014 /PRNewswire/ -- Batanga Media, the largest independent 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." About Batanga Media Batanga Media is the largest independent digital media and content company for the U.S. Hispanic market, Latin America, and Brazil. The company's digital properties include Batanga.com, the Batanga Radio mobile app, iMujer.com and BolsadeMulher.com, in addition to the leading Hispanic online ad-network and the BMX programmatic private exchange. Batanga Media delivers display, video and mobile solutions across its digital properties and an extensive network of premium partners totaling more than 140M users each month. Reaching the largest digital audience of Hispanics, it entertains, informs and connects users, while offering marketers the most sophisticated digital platforms that target and engage audiences, delivering quantifiable results. Founded in 1999, Batanga Media is headquartered in Miami, Florida with operations in 14 countries including Argentina, Brazil, Chile, Colombia, Mexico, and Venezuela. About comScore comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. Through its Audience Analytics, Advertising Analytics, and Digital Enterprise Analytics product suites, comScore provides its clients with a variety of on-demand software, real-time analytics and custom solutions to succeed in a multi-platform world. The proprietary comScore Census Network™ (CCN) leverages a world-class technology infrastructure to capture trillions of digital interactions a month and power big data analytics on a global scale for its more than 2,000 clients, which include leading companies such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, France Telecom, Financial Times, Fox, LinkedIn, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon, ViaMichelin and Yahoo!.