Axel Springer has acquired Hamburg-based ad tech firm cmmrcl.ly, deepening its push into programmatic social media advertising and signalling a sharp acceleration of CEO Mathias Döpfner’s strategy to reshape the company around direct audience relationships, first-party data and AI.
The deal gives Axel Springer full ownership of a platform already embedded in the advertising supply chains of some of Germany’s biggest retail and media players. Founded in 2020, cmmrcl.ly works with more than 25 data partners across Germany, Austria and Switzerland and offers sophisticated audience targeting built on proprietary data from search, browsing and purchasing activity.
The acquisition fits squarely into Döpfner’s wider transformation plan to move away from the clicks-based, traffic-driven model of online publishing. That strategy hinges on two levers: AI-powered editorial products and advertising innovation rooted in first-party data. The purchase of cmmrcl.ly gives Axel Springer a direct stake in both, enhancing its ability to offer advertisers precision targeting in a privacy-compliant way, while also creating new commercial routes that don’t rely on third-party cookies or platforms like Meta.
It also consolidates Axel Springer’s position as both publisher and ad tech player. cmmrcl.ly was already working with Business Insider, one of Springer’s key media brands, alongside external partners like Cyberport, HolidayCheck and ZooRoyal. Its ad formats go beyond standard banners, offering tools such as dynamic creative, hyperlocal targeting, quiz ads and gamified content designed to convert awareness into action.
The move comes as programmatic social ad spending surges across Europe – reaching €118.9 billion in 2024, according to industry figures – with 72% of marketers planning to increase investment in 2025. As platforms tighten data access and regulators clamp down on tracking, publishers with their own data ecosystems are seen as increasingly valuable.
The cmmrcl.ly acquisition also builds on Axel Springer’s recent tech partnerships, including a deal with Microsoft to develop AI-based monetisation tools, and the launch of internal products such as WELTgo!, a GPT-powered assistant that enhances subscriber engagement.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is fresh, with the acquisition announced on July 30, 2025, and reported on August 3, 2025. No earlier publications of this specific content were found.
Quotes check
Score:
10
Notes:
The quotes from cmmrcl.ly’s co-founders, Hansjörg Blase and Manuel König, are unique to this report, with no earlier matches found online.
Source reliability
Score:
8
Notes:
The narrative originates from PPC Land, a niche industry publication. While it provides detailed information, its limited reach and potential biases warrant caution.
Plausability check
Score:
9
Notes:
The acquisition aligns with Axel Springer’s recent strategic moves, including the reorganisation of its corporate structure announced in December 2024. The details about cmmrcl.ly’s technology and partnerships are consistent with available information.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is fresh and original, with no evidence of recycled content or disinformation. The quotes are unique, and the information aligns with Axel Springer’s recent strategic initiatives. While the source is a niche publication, the content’s credibility is supported by consistent details and the absence of conflicting information.
