Axel Springer buys eMarketer to reduce digital ad dependency

axel_springer_logoAxel Springer has snapped up market research firm eMarketer in a $250m (£173m) deal as the German publisher continues to focus on building its digital subscription business and reducing dependence on advertising.

The media group, which took control of Business Insider in a $442m deal in September, has taken a 93% stake in the business. Axel Springer, which owns Europe’s biggest tabloid Bild, said that the deal marked its latest step in growing its digital and global footprint in English-speaking markets.

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