Insider Inc., the publisher of Business Insider, Markets Insider and Insider, will combine with eMarketer in 2020 in an effort to bolster the business-to-business digital research and intelligence services that both companies provide, Axel Springer said Thursday.

The German publisher, which owns both properties, said Insider Inc. and eMarketer will combine as of Jan. 1, with the goal of strengthening Business Insider’s B2B data product, Business Insider Intelligence, and broadening eMarketer’s reach and capabilities.

Henry Blodget, the founder and CEO of Insider Inc., will serve as CEO of the new combined group.

Jan Bayer, Axel Springer’s president news media international, said the decision was part of the publisher’s “next phase” of its growth strategy in the U.S.

The combined companies, he said, will create “the condition for sustainable long-term growth” in its B2B business.

“Insider Inc. and eMarketer will both benefit from this next phase of development,” Bayer said in a statement about the arrangement.

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