BRAMPTON, ON—Loblaw Inc. has acquired the technology and the related team from Eyereturn Marketing Inc., a subsidiary of Torstar Corporation. The transaction complements and strengthens Loblaw Media, the company’s full-service digital marketing agency launched in 2019.

With this new technology and expertise, Loblaw Media can better connect brands and consumers online through targeted ad campaigns and promotions. It will reduce the company’s reliance on third-party media technology to create and serve ad campaigns and be integrated into Loblaw Media’s proprietary audience targeting and measurement platform.

Loblaw Media uses transaction-based insights to help brands plan and deliver more relevant campaigns, and to help deliver more relevant ads to customers. Loblaw is uniquely positioned in the media space due to its strong digital connection to customers. This is driven primarily by the company’s loyalty program, PC Optimum, which provides Loblaw Media with specific, anonymized target audiences based on real in-store and online purchase histories.

“This acquisition is an important milestone for us, adding immediate capability and credibility to our growing media business,” said Uwe Stueckmann, Loblaw’s chief customer officer. “These team members are some of the best and brightest in the ad technology space. Together, we’ll take Loblaw Media to the next level, delivering outstanding campaigns with meaningful insights for our clients and promotions for our customers.”

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Lloydmedia, Inc is based in Markham, Ontario, Canada, and is a multi-platform media company which delivers a total audience of more than 100,000 readers across four national magazines, three industry directories, and a range of events and online marketing.