Batanga Media, the largest independent digital media company servicing the Hispanic market in the United States and Latin America, has announced a new partnership with online analytics company comScore.

Batanga will be providing proprietary ethnicity data for comScore's validated Campaign Essentials (vCE) product. The data will provide comScore with an outside source of corroborating information that validates the metrics and reporting of the vCE product.

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

Founded in 1999 and headquartered in Miami, Batanga began with online radio for Hispanic listeners and has expanded into diverse media ventures such as video and per-click advertising, web magazines and mobile apps. The company saw a large expansion of services in 2011 with the purchase of online media companies Adfunky and I-Network, which had also been serving the Latino market.

Also beginning in 1999, comScore services the analytical needs for more than 2,000 clients and captures more than 1.5 trillion online interactions monthly. Becoming a publicly traded company in 2007, comScore now has offices in 23 countries and reports on 43 markets in 172 countries.

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

In addition to the deal signed with Batanga, comScore has also recently entered agreements with Acxiom and Epsilon, having already inked a deal with Google. By incorporating the available data across multiple providers, comScore seeks to bolster client confidence in the accuracy of reporting and return on investment. The multi-layered weaving of data qualification is said by some to be "game-changing."

"Think back to when working with one company meant doing it all. Not anymore," writes Laurie Sullivan of RTM Daily "These days, mastering success means real-time audience measurement and partnering with other experts."