The Brazilian retailer enters online advertising to accelerate its MagaluAds platform.
Magazine Luiza announced the acquisition of Unilogic Media Group and Canal Geek Internet, the owner companies of technology publication Canaltech. The Brazilian retail chain also incorporated Inloco Media, a business unit of Inloco Tecnologia da Informação.
These transactions mark Magazine Luiza's official entry into the online advertising segment. The Inloco Media platform focuses on commercialising digital advertising.
The company stated that the acquisition will accelerate the growth of MagaluAds, its advertising service. The move is designed to benefit partner merchants and marketplace sellers, as well as support the promotion of the retailer's own products.
In a filing with Brazil's securities regulator CVM, Magazine Luiza noted that the transactions will combine content creation and audience reach with a platform for digital media sales.
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