Ideon Media, one of the largest digital rep firms in the country, has partnered with Business Insider to be the publisher’s exclusive ad representation in Canada. Ideon Media will oversee all advertising sales and partnerships across Business Insider’s digital platforms in the Canadian market.

Business Insider, which primarily covers tech, finance and business news, reaches approximately five million Canadians per month, according to Comscore.

“Business Insider attracts a highly engaged audience of millions, making it a valuable platform for advertisers seeking to reach affluent and influential audiences,” Ideon said in a statement.

“We are thrilled to work with Ideon Media to expand our audience of five million readers in Canada, a growing market that strongly resonates with Business Insider’s business, tech and innovation coverage,” says Orlando Reece, global head of sales for Business Insider. “This partnership brings the power of our global audience to local advertisers. Ideon Media’s expertise and presence in Canada will open up new doors and endless opportunities for our partners looking to build authentic connections with 100 million Business Insider readers.”

Previously, Postmedia represented Business Insider, until it moved to Cue Media in 2016. When Cue was acquired by Ideon in 2021, it remained partners with BI, but in a limited capacity. “During that time Business Insider took a pause to reexamine their approach to international relationships,” Kevin Bartus, president and CEO of Ideon Media, tells MiC. “We are now happy to bring BI back to the Canadian market with an expanded mandate that not only includes media and branded content, but also enhanced data and targeting capabilities.”

Launched in 2007, Business Insider reaches 100 million readers per month, along with hundreds of millions of viewers who watch more than a billion minutes of video each month, according to the brand. Business Insider has nine editions worldwide, with bureaus spanning New York, Los Angeles, San Francisco, London and Singapore. Business Insider joins publishers like Readers Digest, Apartment Therapy and Digital Trends Media Group that have all selected Ideon Media to be their Canadian reps in the last year or so.