The swelling demand for Hispanic-related online marketing is driving the establishment of Hispanic digital specialty shops and the opening of digital departments by existing Hispanic agencies, writes AdAge. The general market ad agencies now control half the money spent for Hispanic online advertising, but they can expect stiff competition from Hispanic ad agencies that want a larger piece of the action. The Internet Advertising Bureau estimates that Hispanic online advertising could reach $100 million this year; however, those in the trenches apparently think it will be just 60 percent of that - but believe explosive growth is inevitable.