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In the loyalty space, we’re closely watching how major tech players are vertically integrating loyalty offerings into their SMB product suite. Google, Facebook and Amazon each have acquired loyalty startups and will likely make them part of their SMB suite. But how about media companies, which can add the power of their promotional reach?

Today, Gannett announced the acquisition of Key Ring from Mobestream Media. Key Ring, a mobile centric application, enables users to scan new and existing loyalty cards and programs, and also receive mobile coupons. Mobestream reports that the service has had five million downloads.

As a Gannett prpperty, Key Ring will operate as a standalone property with the suite of lead gen, engagement and promotional offerings provided by Gannett Digital Media Services, including ShopLocal, Deal Chicken, Metromix (a city guide) and Clipper Magazine. Each of the services leverages promotional and sales capabilities from Gannett’s newspaper, TV and radio properties.

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