MiQ Launches New Programmatic Solution to Aid U.S. Multicultural Advertising

Company targets Hispanic market in initial focus, expanding Florida operations and appointing LATAM expert Amanda Abrarpour to drive efforts

MiQ – global programmatic media partner – today announced the launch of their U.S. Hispanic and multicultural practices that will help advertisers best reach and engage U.S. multicultural audiences through more sophisticated, diverse data sets. With an initial focus on the Hispanic demographic and intent to expand its foothold within the Florida market, the company has appointed LATAM expert Amanda Abrarpour to lead the Miami office and overall Hispanic discipline.

U.S. multicultural advertising involves reaching scores of nuanced audiences, each with different buying and advertising preferences, and advertisers need to consider nationality, language preference, assimilation status, generational information, and U.S. location, in addition to the typical identification of in-market audiences for their products. MiQ's agnostic, connected approach to programmatic advertising provides the data and technology to help achieve this and target demographics like U.S. Hispanic audiences through the creation of much more personalized campaigns and messaging based on comprehensive analyses of shopping habits, TV consumption, online content behaviors, language preferences, and more.

As part of her leadership, Abrarpour will leverage her previous experience to help drive growth and momentum for this area of the MiQ business. Prior to joining the company, she helped introduce Netflix into Brazil and Latin America, developing the video streaming with numerous Fortune 500 organizations across a variety of industries to increase their digital presence and marketing in Latin America.

“I’m excited to join a team of such innovative leaders who are passionate about the future of programmatic and creating better experiences for consumers through technology and intelligence,” said Amanda Abrarpour, Senior Account Executive, MiQ. “The emphasis and growing need to understand diverse audiences are increasingly critical components in today’s advertising landscape, and I look forward to leading MiQ’s multicultural efforts moving forward.”

“We’re thrilled to welcome Amanda to the MiQ team and integrate her expertise around online marketing, programmatic activations, data management, and the LATAM market,” said John Goulding, U.S. head of strategy, MiQ. “She has a proven track record of driving outstanding results for customers and will undoubtedly serve as an asset to our fast-growing Florida office and overall business.”

About MiQ

We’re MiQ, a programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. We’re experts in data science, analytics and programmatic trading, and our team of people are always ready to react and solve challenges quickly, to make sure you’re always spending your media investments on the right things in the right places.

Headquartered in London, MiQ has offices across North America, Europe and Asia Pacific. We work with the world’s leading brands and media agencies such as Marriott, Dell Mercedes, Microsoft, GroupM, Dentsu and IPG. We were named 4th in The Sunday Times International Track 200 for 2019, the Fastest Growing Tech Company of the Year at the 2017 Stevie Awards and awarded Most Effective Use of Data at The Drum’s Digital Trading Awards USA 2017. MiQ operates globally from 18 offices located in North America, Europe and APAC.

You can find out more here: wearemiq.com.

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