Nueva Network, AdGrid Launch Hispanic Audience Accelerator

RADIO ONLINE | Friday, December 12, 2025 | 10:14am CT

Nueva Network

Nueva Network and ad-tech firm AdGrid have launched the Nueva Network Audience Accelerator, a new advertising offering designed to help brands reach U.S. Hispanic audiences across digital audio, video, and connected TV. The companies say the product provides advertisers with a single, scalable way to target Hispanic consumers both on Nueva's owned platforms and across a broader network of premium, brand-safe digital properties.

Digital audio advertising in the U.S. is projected to surpass $10 billion in the coming years, while the U.S. Latino economy has grown to more than $4 trillion in GDP. Despite that growth, Nueva and AdGrid note that Hispanic audiences remain underserved in data and media planning.

The Audience Accelerator draws on Nueva's first-party data from its Que Onnda site portfolio, podcast network, digital audio streaming properties, and social platforms. That data is integrated with AdGrid's identity and marketplace infrastructure, allowing advertisers to activate culturally specific audience segments such as bilingual Gen Z users, Latina wellness consumers, and Hispanic sports and automotive enthusiasts.

Campaigns can run across Nueva's owned and operated properties and extend off-site through curated private marketplace deals. Agencies can activate the offering through existing demand-side platforms, including The Trade Desk, Google DV360, and AdsWizz, and view cross-channel performance in a unified dashboard.

Nueva Network founder and CEO Jose M. Villafane said the partnership is aimed at turning long-standing audience trust in audio into actionable, scalable audience intelligence for brands. AdGrid CEO Justin Barton said the collaboration reflects a publisher-led, data-driven approach rooted in real communities, making Hispanic audiences easier for advertisers to buy, measure, and scale.