Independent Digital News and Media Ltd. and BuzzFeed, Inc. announced they have entered into a multi-year license and strategic partnership. The deal brings together the globally renowned brands of The Independent (which includes Independent TV, IndyBest and Indy100) with BuzzFeed UK, Tasty UK, Seasoned and HuffPost UK, to form one operation in the UK and Ireland, led by The Independent. The partnership forms a ?digital supergroup?

under the management of The Independent, Britain?s leading and biggest quality digital news brand, combining market-leading innovation and expertise across the portfolio of brands, with new collaborations in media innovation, marketing opportunities and e-commerce. The companies will combine their publishing, data, and ad-tech platforms to allow commercial partners to seamlessly buy across their sites, with combined on-site audiences that together reach half of all British consumers. This will offer unrivaled reach and authority among Gen Z and Millennial audiences across video, web and social media.

The partnership will enable expanded commercial offerings and a broadened editorial footprint. E-commerce, events, audio, content syndication and licensing opportunities will be supported by significant high-yield targeted data segments as publishers and marketers move to first-party data and away from reliance on third-party cookies.