Online ad sales firm Gorilla Nation has signed on to manage the Canadian online advertising inventory of SouthAsianLife.com, Canada’s largest ethnic website.

Based in Woodbridge, ON., SouthAsianLife.com covers news and entertainment from a South Asian perspective and attracts an average of 650,000 unique monthly visitors (Google Analytics).

The partnership creates an opportunity to expose new and existing Gorilla Nation clients to a growing immigrant community, Walder Amaya, VP, Canadian operations, Gorilla Nation Media, tells MiC, noting that the South Asian community is the fastest-growing minority population in Canada.

New Canadians quickly seek out services they need to settle in, and websites such as SouthAsianLife.com allow companies to connect with newcomers in a space in which they feel comfortable, he adds.

‘What we want to do is focus on advertisers who want to access new immigrants, especially South Asian immigrants,’ he says. ‘This is an area of growth, and we want to grow with it.’

Gorilla Nation says ideal clients for the site include telecommunications and banking companies, as well as government. Ad opps include standard website units (leaderboard, big box) and customized executions including site skins and sponsored content.

Gorilla Nation is headquartered in California with a Canadian office in Toronto, US offices in LA, New York, Chicago and San Francisco, and divisions in London, England and Sydney, Australia.

This article was updated with the following correction: The descriptor for Gorilla Nation was changed to o’nline ad sales firm’ to reflect the wider scope of the company, which was incorrectly identified earlier as an ‘online ad network’ only.