Published: Nov 07, 2013 4:27 PM EST

MIAMI (AP) - It seems like every day a new company is looking to target the growing Hispanic market.
    
Now add Facebook to the list. The social media giant has opened an office in Miami's Brickell business hub. On Wednesday night, it kicked off the project to match advertisers with Hispanic users at a party in the city's uber hip Wynwood arts district.
    
Facebook executive Christian Martinez says the company has identified about 23 million monthly Hispanic affinity users, putting it in range of the major Spanish-language networks. He called Facebook's mobile presence a dream platform for advertisers because each user view is connected back to the person's individual account.
    
Martinez said Facebook counts Spanish use and interest in Latino related content among other data to help determine whether someone has Hispanic affinity.

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