A few years back, most people associated Univision with Spanish-language linear TV (and little else). As a result, Univision Communications’ rapidly expanding multi-platform ambitions, which have been geared toward both English- and Spanish-speaking millennials, have taken some by surprise. In April, the company announced that it would form the Fusion Media Group, consisting of properties such as The Onion, Flama, The Root, El Rey, Univision Music, and Univision Digital. So why target a diverse group of millennials, and why combine millennial-oriented properties into one easily navigable media group? Simple: ad dollars. The company has announced the launch of Mosaico Trading, a data-driven programmatic advertising and analytics platform designed to offer marketers access to Univision and Fusion Media Group’s first- and second-party data. The company says that Mosaico Trading will grant Univision Communications’ business partners first party data and insights to help them reach young and multicultural audiences. “Now, via Mosaico Trading, marketers can find – on a direct or programmatic basis – the specific audiences they seek using our proprietary data, their own data and/or others’ data, to reach consumers through Univision’s viewable, brand-safe, premium quality content,” said Fernando Rodriguez, SVP of Sales, Operations and Development for Univision Digital.