The parent company of the newspaper that once relegated the birth of a royal baby to its News in Brief section has struck a deal to take over the British operations of BuzzFeed, the brash online home of celebrity quizzes and “listicles”.
Independent Digital News and Media has reached a long-term licensing agreement with the United States-based BuzzFeed that will create what it calls a “digital supergroup” for Gen Z and millennial audiences.
BuzzFeed and its other platforms in Britain, including HuffPost UK and the food website Tasty UK, will continue to operate as separate websites after the deal, the companies said, but the Independent will take control of their advertising and data platforms “to allow commercial partners to seamlessly buy across their sites”.
“The
