Beyond Cookies: AI and Trusted News Redefine Hispanic Ad Targeting

LOS ANGELES, CA – January 07, 2026 – In a landmark move signaling a strategic shift in digital advertising, AI-powered platform Mundial Media has secured an exclusive U.S. publisher partnership with Grupo Reforma, one of Latin America’s most venerable media organizations. The agreement positions Mundial Media as the sole gateway for U.S. advertisers to access the premium digital inventory of Grupo Reforma’s celebrated publications, forging a new, privacy-centric path to engage the nation's vast and influential Hispanic audiences.

This collaboration arrives at a critical inflection point for the advertising industry, which is grappling with the demise of third-party cookies and a labyrinth of new privacy regulations. By pairing Mundial Media’s sophisticated contextual AI with Grupo Reforma’s high-integrity journalism, the partnership offers a compelling blueprint for the future of multicultural marketing—one built on cultural relevance and brand safety, not invasive user tracking.

A New Blueprint in a Privacy-First Era

The digital advertising world is in the midst of a tectonic shift. The long-promised deprecation of third-party cookies, though delayed, has forced the industry to fundamentally rethink audience targeting. Simultaneously, a growing patchwork of state-level privacy laws, including new comprehensive regulations taking effect in Indiana, Kentucky, and Rhode Island on January 1, 2026, has created a complex compliance landscape. These laws grant consumers significant rights to opt out of targeted advertising and data sales, making legacy identity-based strategies increasingly untenable.

For advertisers, this new reality presents a dual challenge: how to effectively reach specific demographics without running afoul of regulations or relying on disappearing tracking technologies. Contextual advertising has emerged as a leading solution. Unlike behavioral targeting, which follows users across the web, contextual advertising places ads based on the content of the page a user is currently viewing. This approach is inherently privacy-compliant and focuses on a user's immediate interests and mindset.

The Mundial Media-Grupo Reforma partnership elevates this model. It moves beyond simple keyword matching to a more nuanced understanding of content, addressing the growing advertiser demand for what Alex Haluska, VP of Business Development at Mundial Media, calls “clarity, control,and confidence in where their messages appear.” This alliance is designed to provide just that, offering a transparent and effective channel in an otherwise turbulent market.

Technology Built for Cultural Context

At the heart of this partnership is Mundial Media’s proprietary technology, Cadmus AI. The platform is purpose-built to navigate the complexities of culture through machine learning, distinguishing it from general-market contextual solutions. Instead of tracking individuals, Cadmus AI analyzes millions of web pages daily, classifying real-time cultural context across sports, entertainment, news, and lifestyle trends without the use of cookies or device identifiers.

This technology allows Mundial Media to identify and surface brand-safe moments that are not just topically relevant but culturally resonant. For brands seeking to connect with Hispanic and bicultural audiences, this distinction is crucial. It represents a move away from broad-stroke demographic assumptions and toward genuine engagement based on shared cultural understanding. As Mundial Media CEO and Co-Founder Tony Gonzalez stated, the goal is to enable brands to “engage audiences in premium environments that are informed by real cultural context rather than inferred identity signals.”

By leveraging billions of contextual signals, the platform can deliver precision targeting at scale while upholding user privacy. Advertisers can activate campaigns across display, video, and high-impact formats, confident that the AI is ensuring alignment with both brand values and campaign objectives at the page level. This focus on intelligent, privacy-safe activation provides a durable strategy for the cookieless future.

The Enduring Value of Trusted Journalism

While Mundial Media brings the technological prowess, Grupo Reforma provides the indispensable foundation of trust and quality. Founded in 1922, Grupo Reforma has built a century-long reputation for rigorous, independent journalism. Its flagship publications, including Reforma in Mexico City, El Norte in Monterrey, and Mural in Guadalajara, are widely regarded as pillars of integrity and influence in Mexico and across Latin America.

In an era saturated with misinformation and low-quality digital content, these premium editorial environments have become invaluable assets for advertisers. Placing a brand alongside credible, professionally produced journalism enhances its own reputation and ensures a brand-safe environment. This partnership brings Grupo Reforma's high-engagement content into Mundial’s curated publisher ecosystem, allowing U.S. advertisers to tap into this wellspring of trust.

“Grupo Reforma has long been committed to independence, credibility, and journalistic rigor,” said Javier Andrade, Deputy Director of Digital Media at Grupo Reforma. He emphasized that the partnership reflects a “shared focus on quality and thoughtful audience engagement” and ensures that advertising is delivered in a manner consistent with their high editorial standards. This commitment to quality over sheer quantity is a core principle for Mundial Media, which prioritizes select, long-term publisher relationships to maintain accountability and performance.

Reaching a Digitally Fluent, Bicultural Audience

The strategic importance of this partnership is underscored by the immense scale and digital fluency of the U.S. Hispanic market. With a population exceeding 62 million, this demographic is not a monolith but a diverse, dynamic, and digitally-native consumer group. Research shows that 87% of U.S. Hispanic adults get news on digital devices, with 65% preferring it over traditional broadcast or print media.

Furthermore, there is a significant appetite for culturally specific content. While many U.S.-born Latinos primarily consume news in English, a substantial segment of the population is bilingual or prefers Spanish. Critically, Hispanic immigrants show a strong tendency to seek out news from their countries of origin, creating a natural and highly engaged U.S.-based audience for Grupo Reforma’s journalism.

By uniting a leading Mexican news source with an advanced U.S. advertising platform, the partnership directly serves this cross-border media consumption pattern. It provides U.S. advertisers with an unparalleled opportunity to connect with these valuable consumers in a trusted environment that speaks to their cultural heritage and interests. This strategic alliance represents a significant step forward, providing a clear and effective roadmap for how to blend technological innovation with journalistic integrity in the modern media landscape.