Insider Inc., the publisher behind Business Insider, Markets Insider, and Insider, will merge with market research company EMarketer from next year. The news was announced by German publishing giant Axel Springer, which owns both businesses and is looking to bolster its growth in the U.S and serve more corporate clients.

EMarketer provides forecasts and trends analysis in the digital space of marketing, media, and commerce while Insider Inc. operates some of the world’s largest digital business news sites.

The merger will involve Business Insider and EMarketer’s intelligence units. The companies will be merged on Jan. 1 2020 in an effort to strengthen Business Insider’s business-to-business data product Business Insider Intelligence while broadening EMarketer’s reach and coverage. Together, the combined group will serve corporate clients that require detailed data and research in order to enhance their strategic operations.

Axel Springer’s president of News Media International Jan Bayer said the move will create sustainable long-term growth in its b-to-b sector. “Insider Inc. and EMarketer will both benefit from this next phase of development,” he said. “They will be able to expand their market position in the U.S. and internationally.”

Axel Springer bought Business Insider for about $450 million in 2015, going on to acquire EMarketer for roughly $250 million in 2016.

Insider Inc. founder and CEO Henry Blodget will serve as CEO of the combined group. “We want to build the next generation digital research company that will be the go-to place for those shaping the digital transformation happening across all industries,” he said in a statement.

The deal comes at a time of big change at Axel Springer, a leader in digital content and digital classified. The German publisher is nearing a deal to go private with the help of U.S. private equity firm KKR. The planned partnership with KKR is expected to pave the way for additional growth opportunities as Axel Springer actively seeks to expand its ads business.

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