Business

Brazilian retailer Magazine Luiza acquires Canaltech, an online publisher

Magazine Luiza also bought a platform focusing on the sales of digital ads that was previously a division of Inloco, a geolocation startup

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  • The acquisitions mark the entrance of the retailer into online advertising, expanding its MagaluAds operation;
  • Canaltech is a multimedia platform that reaches 24 million unique visitors each month;
  • The value of the deals was not disclosed.

Brazilian retailer Magazine Luiza announced this Thursday, August 6, the acquisition of companies that will provide it the first step into the online advertising segment. Two of the acquired companies – Unilogic Media Group and Canal Geek Internet – own the popular multimedia news platform Canaltech. Inloco Media, the other acquisition, is a business division of Inloco Tecnologia da Informação, a geolocation startup.

“The transactions mark Magalu‘s [Magazine Luiza’s digital unit] entry into the online advertising segment, combining the generation of content and audience with the platform for marketing digital media,” said the retailer in a statement to the market. “Through MagaluAds, it will be possible to expand the publicizing of millions of products available on the Magalu platform, in addition to monetizing its strong audience.” The value of the deals was not disclosed.

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Canaltech is a multimedia platform focused on producing content about technology in text, audio and video, including product reviews, podcasts, corporate news and daily news coverage. The portal reaches 24 million unique visitors each month. It was founded in 2012 by por Felipe Szatkowsk and Domingos Hypolito Neto. Now its content can be more fully integrated to Magalu’s digital sales websites, linking news about a brand or product, for instance, to its selling page.

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According to Brazil Journal, they will be added to 60 million monthly unique visitors already reached on Magalu’s digital properties, including Época Cosméticos, Netshoes and Zattini websites, recent acquisitions of the company. 

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Inloco Media Platform, in turn, is the division of the company Inloco focused on the commercialization of digital advertising and its acquisition will accelerate the growth of MagaluAds.

A team of 12 developers and specialists who worked in this division at Inloco will become part of the MagaluAds team.