In today’s multicultural landscape, effectively engaging US Hispanic audiences requires more than generic messaging. It demands cultural precision, trust, and authenticity. Nikarin Vidal, Brand Marketing Manager at Digo, and Hernán Zungri, Chief Operating Officer at Digo, share insights on how leveraging premium Hispanic inventory enables brands to create meaningful connections.
The Role of SSPs in Delivering Personalized Campaigns

When asked about the features an SSP must have to deliver personalized and impactful campaigns, Hernán Zungri emphasized the importance of cultural relevance and real-time optimization. “An SSP needs to do more than just offer ad placements—it needs to help brands tell culturally relevant stories. For starters, it’s about providing access to data that dives deep into language preferences, whether someone is Spanish-dominant, prefers Spanglish, or consumes content primarily in English. And then there’s the inventory—having premium publishers onboard ensures the content feels familiar and trustworthy,” he explained.
Zungri also highlighted the role of agility, stating, “Real-time optimization is key. The SSP AdOps team’s ability to tweak campaigns on the fly based on performance means brands can be more agile in their communication.”
The Trust Factor: Why High-Quality Media Outperforms Social Media
High-quality media environments foster trust and authenticity, which are crucial for building deeper connections with audiences. Hernán Zungri shared compelling data: “Studies have shown that 71% of consumers trust ads from premium publishers, while only 42% trust ads on social media. That’s a massive gap, and it speaks to the credibility of high-quality environments like trusted Hispanic publishers” (Source: Nielsen Trust in Advertising Report).
Additionally, he noted, “There’s a higher influence in younger generations of Hispanics who find Spanish language programming more trustworthy than mainstream English options, an inclination that highlights the crucial role of trust and authenticity” (Source: Nielsen Hispanic Audiences in Focus 2023 Report).
The effectiveness of premium media extends to performance metrics: “Ads placed within premium media environments perform better—they’ve been shown to have up to 30% higher click-through rates compared to those on social platforms. And let’s talk about attention spans: audiences spend 2.5 times more time engaging with content on premium publisher sites than they do scrolling through social media,” Zungri added (Source: ComScore Media Insights).
“There’s a higher influence in younger generations of Hispanics who find Spanish language programming more trustworthy than mainstream English options, an inclination that highlights the crucial role of trust and authenticity”
Owned and Operated Media: A Direct Line to the Audience
Nikarin Vidal highlighted the advantages of owned and operated (O&O) media platforms, stating, “The beauty of our owned and operated media is that it gives brands a direct line to their audience. Unlike intermediaries, our platforms have first-party data at their fingertips—rich, accurate insights about our users that brands can leverage for precision targeting.”

Beyond data, O&O platforms offer unmatched authenticity and efficiency. Vidal elaborated, “Owned media platforms also offer authenticity. They control their content and know how to speak directly to Hispanic audiences in a way that feels natural and culturally attuned. Through our O&O and exclusive media partnerships, which are not accessible via intermediaries, we serve as the sole source. This guarantees advertisers ad priority, enabling them to achieve the best benchmarks for their campaigns while ensuring they are investing in genuine, brand-safe environments.”
Tapping into Sports Passion with Data-Driven Insights
Sports remain a deeply rooted passion in Hispanic communities, and Digo’s data-driven approach enables brands to harness this enthusiasm. Nikarin Vidal explained, “By leveraging data-driven audience insights, we can identify key segments—for example, soccer fans from the Mexican diaspora or baseball enthusiasts from the Dominican diaspora—and connect brands to them with culturally relevant content from trusted publishers in their countries of origin, which they actively seek out.”
She continued, “Our focus is on enabling brands to engage with these audiences in meaningful ways, whether through targeted programmatic campaigns during live matches or by delivering ads that align with key cultural moments like the FIFA World Cup or MLB playoffs. By working with premium publishers, we bridge the gap between brands and audiences, enabling deeper engagement in moments that truly matter.”
Incorporating cultural precision and leveraging premium Hispanic inventory is not just about reaching an audience—it’s about creating meaningful connections. As Hernán Zungri and Nikarin Vidal demonstrate, focusing on trust, authenticity, and data-driven insights empowers brands to resonate deeply with US Hispanic audiences. By investing in high-quality media environments and prioritizing culturally attuned messaging, brands can unlock the full potential of this influential demographic.
“Our focus is on enabling brands to engage with these audiences in meaningful ways, whether through targeted programmatic campaigns during live matches or by delivering ads that align with key cultural moments like the FIFA World Cup or MLB playoffs.”