B-to-b digital publisher FierceMarkets has acquired StorefrontBackTalk, Folio: reports, which has resulted in the creation of a new “retail media group” within FierceMarkets.

FierceMarkets typically builds, rather than acquires, Folio: says, but quoted president Maurice Bakley as saying the purchase gives the brand a quicker entry into the market–a market into which Fierce plans to expand further, Bakley said.

“We look forward to building out a strong offering of media properties to serve this dynamic industry,” he said in a statement.

StorefrontBackTalk founder Evan Schuman and the rest of the editorial team will transition to FierceMarkets.

FierceMarkets operates digital publications in seven industry-focused verticals, like energy, healthcare, and telecommunications. It’s a division of Questex.