Content-marketing firm iCrossing has had a minority stake in Mediablaze since 2016 and the deal will bolster its presence in the UK, the company said. The financial terms of the acquisition were not disclosed.

iCrossing has been owned by Hearst Magazines since 2010. It offers digital marketing solutions strengthened by consumer insights from its parent company. Its clients include Amazon, L’Oréal, Toyota and PepsiCo.

The move comes amid a period of consolidation and change elsewhere in Hearst’s magazines division. Earlier this year, the media company sold the US edition of Marie Claire to Future, the publisher of its UK counterpart, and launched a new digital and quarterly print publication with Oprah Winfrey after ceasing publication of Winfrey’s monthly O Magazine.

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