Azteca America Will Build Hispanic Audience Platform for Advertisers

Mexican-owned U.S. network will announce new tech at Upfront

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At its upfront presentation later today, Azteca America will unveil new technology to integrate linear and digital video account planning, and it claims to be the first U.S. broadcaster to do so.

Azteca America, wholly owned by Mexico's TV Azteca, will partner with Google's DoubleClick and inventory management platform Furious Corp. to build the Hispanic Audience Platform (HAP). It is expected to be up and running later this year.

"The Hispanic Audience Platform creates an incredible opportunity for marketers to reach a diverse, growing and highly valuable audience in a targeted way more than ever," said Court Stroud, evp, network sales and digital.

Azteca America trails other U.S.



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