MeMedia Inc., an multi-modal advertising company that specializes in behavioral marketing has announced the launch of MeMedia Latino.
MeMedia Latino will enable advertisers to reach the Hispanic community across a wide network of software, website and mobile publishers. Utilizing MeMedia's contextual and behavioral targeting capabilities, MeMedia Latino will deliver inventory to advertisers and enable publishers to maximize revenue opportunities across a wide variety of digital media.
Some are dubious, however, about the extent to which truly efficient behavioral targeting can be implemented in the Hispanic market: “Good multiple regression behavioral targeting requires a very large amount of data in order for the predictions of the model to be accurate and useful, says Danny Allen, co-founder and partner of online ad network Admixture. “The Hispanic web properties that have both the technology and the reach for that kind of BT would be a very short list, including probably only Yahoo! Telemundo and MSN Latino. I would be skeptical of anybody else who says they have enough data to do it accurately.”
MeMedia Latino is lead by Eric Frias, who has extensive experience in traditional and new media. Prior to MeMedia Latino, Eric founded Truth Media Interactive, a large multicultural video advertising network, which catered to the Hispanic, African American, Asian, Gay/Lesbian and other niche markets.
Frias asserts that, until now, the Hispanic market has been quite underserved in terms of technology and that this new initiative will bring general market capabilities to the Hispanic marketplace.