The partnership aims to connect Vtex’s technology with Globo’s digital inventory, which includes content portals and video platforms. The goal is to enable brands to advertise across Globo’s digital channels and drive traffic to e-commerce websites operated by Vtex, tracking the entire consumer journey from the first click to the final purchase.

This strategy, known as full-funnel attribution, allows advertisers to assess the impact of a campaign across all stages of the sales funnel—from brand awareness to final conversion.

The model, which is relatively new in Brazil, merges mass media with e-commerce and offers real-time measurement.

“We have structured our environments—safe, market-recognized channels—so that we can be increasingly present throughout the consumer journey, now with a narrative that covers all stages of the sales funnel, from consideration to conversion, in a single delivery,” Globo Business Director Manzar Feres said.

Traditionally, retail media is conducted within the retailers’ websites, in what is called the on-site model. The new partnership expands this concept to an off-site format, where ads are displayed on external platforms, such as Globo’s portals, but still direct consumers to e-commerce sites, with conversion data being captured at the end of the process.

The initiative positions Globo in a commercial space focused not only on brand exposure but also on performance and direct attribution of results.

Vtex Ads CEO João Werner said the technical integration between the two companies has been completed, and the model is now operational. “Vtex Ads monetizes advertising within retailers’ platforms. Now, with Globo, we can generate qualified traffic to these retailers’ websites through awareness campaigns and track what happens after the click—who bought, what they bought, and what the return was,” he explained.

According to Mr. Werner, over 70 retailers are already part of the Vtex Ads network, including Fast Shop, Casas Bahia, and Americanas. The expectation is that the new model will help reduce customer acquisition costs (CAC) by expanding campaign reach and unifying media and sales metrics.

Commercial operations will be handled by Globo, which will remain responsible for negotiating and executing the campaigns. Vtex Ads will manage the measurement and delivery of conversion data, integrated into Globo’s environment. “The client handles everything with Globo, and we send the performance information there. This way, they can view the results within the same platform where the campaign was planned,” Mr. Werner explained.