The division, called the Univision Partner Group, has a mandate of helping publishers and advertisers connect with US-based Hispanic audiences. It launched December 1.
The division includes Spanish-language Web sites in the US, Latin America and Spain. Their content includes categories such as entertainment, news, sports, business and finance, parenting, home and garden, education and health. Publishers in the Univision Partner Group include Caracol Television, Revista Caras, Perfil.com, El Espectador, TyC Sports and Ambito Financiero. The unit will serve ads based on geography, category and behavior.
Ad platform creator Adify built the network. Adify will handle publisher management and Web ad serving and targeting, as well as trafficking operations. Quattro Wireless will run the mobile ad network component of the Univision Partner Group, and AdReady, a display ad firm, will run Univision’s self-service platform.
Univision joins other companies with ad networks targeting the growing US Hispanic demographic. In August, Batanga launched an ad network focused on the demographic. In September, Aqua Media Direct, a display media company, introduced a Hispanic media channel of Web sites. CPX Interactive added a Hispanic channel to its network in April, and in November of last year, Terra launched EZTargetMedia, a network that serves ads for elpais.com, cincodias.com and cuatro.com, among others.
“The strategy is to create a premium partner group for advertisers who want to reach the Hispanic market in the US,” said Joelle Kaufman, SVP of worldwide marketing at Adify. “This is a collection of publishers that Univision has identified as having a strategic audience. This is not remnant inventory. This is focusing on premium Spanish-language sites.”
A Univision representative could not be immediately reached for comment.