Hispanic-Focused Publisher Batanga Grabs an Ad Network

Batanga, a Florida-based company that has published a Hispanic-focused Web site since 1999, now has its own online ad network.

The company purchased HispanoClick, an online ad network that claims to reach more than 5.6 million unique U.S. users monthly. Details of the private transaction were not revealed and Batanga did not reply to requests for comment.

In announcing the deal, Batanga said it becomes “the first Hispanic content provider to acquire an ad network.” It said HispanoClick’s network has worked with more than 800 Hispanic publishers, and advertisers have included Verizon Wireless, Kraft, Mazola, the U.S. Army, and Western Union.

HispanoClick’s general manager, Marc Duquette, will remain in his position. Ana Maria De La Cruz, co-founder of HispanoClick, will stay on as vice president of business development in Batanga’s Miami headquarters.

Batanga’s main product is Latino-oriented music and entertainment. In addition to its online music offerings and a social-networking site, the company hosts live events and publishes several print publications.

The deal is one of several announced in recent months that focus on targeting America’s growing population of Hispanics. Early last month, PR Newswire, which primarily focuses on public relations and news releases, acquired three Hispanic oriented businesses — Hispanic PR Wire, LatinClips and Hispanic Digital Network (HDN) — hoping to gain more access to the rapidly expanding Latino segment.

In September, a San Francisco-based company called Consorte Media was created to help advertisers reach Hispanic consumers. It established a three-pronged approach that included lead generation, a media network and an ad network.