Tracking Hispanics' presence in technology has reportedly strengthened as major digital measurement and analytics company comScore teamed with Batanga Media.

ComScore, Inc. has been touted to be a global leader in delivering insights on mobile, television, and web consumer behavior for clients wanting to make digital investments. Batanga Media, noted as the largest independent digital media and content business for Hispanics in the United States (U.S.), Brazil, and the rest of Latin America, announced it will provide comScore its "proprietary ethnicity data" for the analytics company's validated Campaign Essentials (vCE) product. As a result, Batanga Media became comScore's first Hispanic content partner as a digital campaign measurement tool.

"Batanga Media believes that qualifying ethnicity is important in order to provide clients with accurate identification and metrics on this important audience segment," said Batanga Media CEO Rafael Urbina. "Batanga Media's partnership with comScore as a data provider reflects both companies' commitment to further evolve the Hispanic digital space."

According to Batanga Media, its proprietary data will add "depth and an additional layer" in validating comScore's vCE product's ethnicity metrics.

One group that can see benefits from the comScore and Batanga Media partnership are advertisers, especially if they are seeking to reach out to the growing U.S. Hispanic online demographic.

As the U.S. Census Population Projections estimated, the U.S. Hispanic population is expected to hit 128.8 million by 2060. As of July 1, 2013, the U.S. Hispanic population was noted at 55 million. According to The Nielsen Company's The Digital Consumer report, Hispanics spend more than consuming digital video than the national average in the U.S. The Hispanic population is also adopting smartphones at greater speeds.

"Hispanic consumers represent one of the fastest-growing segments of the U.S. population and they are only increasing in importance to marketers," said comScore Senior Vice President of Global Marketing Strategy Anne Hunter. "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."

Batanga Media was founded in 1999 with digital platforms aimed for Hispanic audiences and operations in 14 countries including Argentina, Brazil, Chile, Colombia, Mexico, Venezuela, and Miami, FL. Meanwhile, comScore's digital measurement and analytical insights serve clients such as AOL, Baidu, BBC, ESPN, Microsoft, Verizon, and Yahoo!, to name a few.

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