TRAFFIQ Latino marketplace for Digital Media Inventory.

TRAFFIQ announced its initiative to create the first direct marketplace for Spanish language digital media inventory. The TRAFFIQ Latino team includes executives from The Media Maquiladora. The new team will manage day-to-day operations and business development for the TRAFFIQ Latino initiative.

“TRAFFIQ has shown that giving publishers a platform that enables them to extend their sales efforts while maintaining total price and placement control over their inventory is a winning model,” said Kent Kirschner, CEO of The Media Maquiladora and executive managing director of TRAFFIQ Latino. “The TRAFFIQ Latino team is a resource that publishers from around the region can rely upon to effectively market their Spanish language digital inventory. We plan to make TRAFFIQ the primary destination for all advertisers and agencies interested in buying premium display inventory tailored to Spanish speaking audiences throughout the Americas.”

The TRAFFIQ Latino has built a suite of media management tools for traditional media in Latin America. Next steps will revolve around building Latin American and U.S.-based Hispanic publisher relationships in conjunction with a parallel effort to introduce the niche platform to agencies, including those already using TRAFFIQ, as well as new targets.

“The U.S. Hispanic market continues to grow in its prominence for U.S.-based advertisers, but the media habits of this audience are no longer restricted by borders. Today, despite surging demand and increasingly high-quality inventory, there is a critical lack of available tools that advertisers and publishers can use to engage with each other, especially when it comes to pan-regional or geotargeted buying,” remarked Kirschner.