UCI patterns out ad targeting with Mosaico Trading


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Joseph O'Halloran

| 02 June 2016




Univision Communications (UCI) has launched what it calls the US broadcast industry’s first multicultural data-driven programmatic advertising solution to provide access to young and diverse audiences on-demand.



MOsaico 2 June 2016The new Mosaico Trading is designed to deliver data-driven programmatic advertising and analytics, specifically set up to harness UCI’s digital portfolio for the ever more important US Hispanic sector including the recently announced Fusion Media Group (FMG). The offering also encompasses other assets including El Rey, The Root, The Onion, Flama, Univision Digital and Univision Music, and can also offer partner premium ad inventory at scale.

The technology platform will provide brands and agencies with what are claimed to be ‘industry-leading’ targeting capabilities. UCI adds that across languages and cultures, the dedicated programmatic, data and audience solutions platform enables ‘efficient and trustworthy’ targeting for video and display, enhanced by its portfolio’s audience and industry expertise.

“For the first time, marketers can harness FMG’s significant first- and second-party data to engage with young and diverse audiences,” explained Univision Digital executive vice president and general manager Mark Lopez. “Top brands are increasingly relying on programmatic to achieve better, more efficient media performance. Yet transparency, brand safety and deriving deeper, more strategic insights are equally important. Mosaico Trading will deliver ... custom solutions that scale across our portfolio including our forthcoming Fusion Media Group, which will serve as the multi-platform destination for the new, rising American mainstream.”

Mosaico Trading also features UCI’s Univision Data Management Platform (UDMP) that provides access to multicultural and millennial audiences by enabling them to combine online and offline audience data. It features first-party data – derived from Univision media, including more than ten million unique audience IDs – and non-media assets. Working with UDMP, says UCI, marketers can also use their own data or vendor data, including over 40,000 syndicated and custom audience segments.