Cue Digital Media has signed on another U.S. partner to represent for its Canadian ad sales. Science and tech media company Inverse Media, which is based in New York, has tapped Cue to sell its inventory to advertisers on this side of the border.

Inverse reaches a monthly audience of 10 million monthly unique visitors on its website alone, and 50 million people across all its online platforms. Of those users, more than 300,000 are Canadian millennials, according to Cue.

Peter Bates, director of business development at Cue, told MiC that the site’s science and tech angle may seem niche, but there is still a mass appeal to the site.

“It’s about everything that science and tech touches, the overall science of everything,” he said. “They have an entertainment team that explores fictional universes, like for example the new Star Wars movie.” He said the site also covers topics such as sex, health and wellness, neuroscience, AI, chemistry, physics, renewable energy and more.

Despite most of its content coming from the U.S., the site’s content covers global trends and topics, including Health Canada’s recent warning to not ingest detergent packets (a reaction to a popular online meme).

Bates said Inverse’s inventory mainly consists of display and video, although  most of its video is social. Cue will also work with the Inverse team’s creative advertising department to create new brand integrations.

Cue recently added a new role – director of creative and strategic sales – as part of a move to provide more solutions beyond the realm of pure-play advertising, including influencer programs, content marketing, sponsorship initiatives and social strategies.