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How Mundial Media Uses AI to Decode Cultural Context
Tony, there's a lot of talk about multicultural audiences being "important." Can you explain?
Multicultural audiences are no longer a segment; they’re the primary drivers of U.S. economic growth. Multicultural consumers are fueling most of the country's buying power. But reaching this deeply nuanced, diverse audience in a privacy-first ad technology environment has never been more difficult. Mainstream ad platforms weren’t built for this.
You've been vocal about mainstream ad platforms becoming "too automated." What's the problem with automation?
Automation is powerful for handling large volumes, but it falls short when it ignores cultural layers. Culture shapes everything from how people interpret signals to what motivates them. For instance, a Puerto Rican millennial in New York and a Mexican American Gen Z in Texas could show similar online patterns, yet their cultural influences create distinct needs. That's why tools like Mundial Media’s proprietary Cadmus AI technology are designed to decode those deeper contexts.
How does Mundial Media achieve that precision at scale?
It starts with processing hundreds of millions of signals daily and pinpointing where audience interests and cultural shifts overlap. This enables us to effectively reach over 50 million users, balancing broad scale with targeted accuracy.
Privacy regulations are tightening, and third-party cookies are disappearing. How is Mundial Media navigating this shift?
We've long prioritized first-party data and contextual cues over invasive tracking. Cadmus AI, trained on over three years of compounded AI learnings, delivers precise, real-time cultural understanding, privacy-safe scale, and high-performing contextual targeting, the “right ad at the right moment” without outdated cookies, IDs, or legacy identity signals.
Mundial Media emphasizes that your team embodies the diversity of the audiences you serve. Why does "lived experience" matter in the technical world of ad tech?
Technical tools alone can't capture bias and subtleties; that's where personal insights come in. Our diverse team brings an innate grasp of what makes messaging authentic, spotting resonant visuals, and avoiding stereotypes. This human element sharpens AI's effectiveness beyond raw data analysis.
You mentioned Cadmus AI has been trained on "over three years of compounded learnings." What does that continuous training look like?
It's an ongoing cycle where each campaign refines the system. Over time, this builds a smarter model for predicting what engages various segments and when to deliver messages for maximum relevance.
What does delivering "the right ad at the right moment" mean in a culturally nuanced context?
Delivering 'the right ad at the right moment' in a culturally nuanced context is about relevance rooted in understanding. It means knowing why a moment matters, who it matters to, and how a brand can show up in a way that feels natural and aligned with the audience's mindset.
With Cadmus AI, we know when brands want to target NFL football versus global football or soccer, and when Beyoncé has a major moment, it's a moment your brand should be part of. It's using cultural insight to match a message with the emotional and social context people are in at that exact moment, so the brand feels relevant to what they actually care about right then.
Can you give an example of how Mundial Media can help brands capitalize on major cultural moments?
The 2026 FIFA World Cup is the perfect example. We're talking about 6 billion viewers worldwide, over 29 million multicultural fans in the U.S. alone. This is arguably the decade's biggest multicultural marketing moment. The opportunity here goes beyond traditional sponsorship. What actually works is showing up authentically. Cadmus AI helps brands understand when and how to participate in ways that honor what these moments actually mean to different countries. Those are real emotional connections – hometown pride. Brands that respect that earn trust, and trust drives everything else.
What's the biggest misconception brands have about reaching multicultural audiences?
Many view it as a simple add-on, such as translating content or ticking diversity boxes, while seeing these groups as peripheral. In truth, they're central to modern culture, large consumer spending, innovating trends and adopting early, making them essential for any brand eyeing long-term growth.
Looking ahead, how do you see AI and cultural understanding evolving in advertising?
With AI democratizing data processing, the edge will come from embedding cultural depth to handle nuance and authenticity. We're advancing both tech and expertise to merge these, creating systems that target precisely while respecting human contexts in an increasingly complex landscape.
