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Batanga joins NAI
The first Hispanic-focused media company has joined the Network Advertising Initiative (NAI). Based in Miami, Batanga is an online media company focused on the growing Hispanic marketplace. Earlier this year, Hispanic agency Orci and BIGresearch, Hispanic adults multi-task (watch TV, text, browse the Internet) regularly, look for news and information online and are a growing demographic ready to buy products.
Through the deal, Batanga will abide by the NAI's principles toward behavioral advertising and their code of conduct for transparency. Batanga is the first Hispanic-focused company to join the NAI.
"At Batanga Network, we have been working to do everything in our power to ensure that our efforts to provide advertisers with the most relevant online placements meets consumers' expectations," said Rafael Urbina, chairman and CEO, Batanga, Inc. "As the Hispanic community continues to be a top target for brands and marketers, the inclusion of Batanga Network on the NAI list of member networks is the next step in gaining recognition for this large portion of the US population. We are happy to be a part of the NAI and look forward to working with other networks to promote self-regulation that provides consumers with meaningful choices about online behavioral advertising."
"We are continuously working with members such as Batanga Network to promote and protect responsible online marketing practices," said Charles Curran, executive director of the NAI. "As an organization, we strive to protect consumers' privacy by developing standards and policies that reward responsible marketing. We welcome Batanga Network to the NAI and applaud their efforts to promote responsible data use and the long-term growth and viability of the Internet."
Why is this demographic so important to advertisers? Their buying power, primarily, but also the way they interact with brands, share information and become brand advocates. Orci's researchers expected the 2010 Census to find that US Hispanics had $1 trillion in buying power. Yet upwards of half of US brands aren't creating Hispanic-focused ads or campaigns.
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