Axel Springer Unlocks Precision Ad Targeting with cmmrcl.ly Integration
On July 30, 2025, Axel Springer SE announced that it would fully acquire cmmrcl.ly GmbH, a social media advertising technology firm situated in Hamburg. This strategic move marks a significant step forward in Axel Springer’s expansion into programmatic social advertising. The founders of cmmrcl.ly, Hansjörg Blase and Manuel König, described the acquisition as a major milestone that unlocks new possibilities in the evolving digital advertising landscape. The acquisition announcement was shared via LinkedIn, underscoring the importance of digital platforms in corporate communication.
Since its founding in 2020, cmmrcl.ly has grown to become a significant force in the social media advertising industry in Central Europe. Its core strength lies in the use of exclusive first-party data collected from over 25 prominent retailers, publishers, and marketplaces across Germany, Austria, and Switzerland. This data-driven approach supports precise targeting based on real consumer behavior, such as browsing, search, and purchase patterns. Among its publishing partners are top German brands like REWE, Rossmann, OBI, and digital platforms like ZooRoyal and Business Insider. Axel Springer had already been a partner, indicating prior collaborative groundwork.
The platform challenges traditional ad targeting models by focusing on actual purchase intent rather than broad sociodemographic segments. It introduces several proprietary technologies, including adaptive ads that upgrade generic product feeds into engaging creatives, and tools that enhance editorial planning through automated and localized post boosting. It also innovates with interactive formats like quizzes, choice-based ads, and gamified experiences, aimed at increasing consumer engagement. Campaigns are managed with a benchmark-based pricing model and allow for flexible metrics such as CPM, CPC, CPV, or custom KPIs.
For Axel Springer, this acquisition complements previous digital advertising initiatives, including an expanded collaboration with Microsoft. This partnership enhanced AI integration and monetization tools like Chat Ads API across Axel Springer properties. The acquisition also provides direct access to valuable first-party data at a time when privacy regulations limit traditional tracking.
The social media advertising industry continues to grow rapidly, especially in video formats, making this a timely acquisition. As the digital ad space evolves, Axel Springer’s ownership of cmmrcl.ly positions it at the forefront of privacy-compliant, performance-driven advertising technologies. The founders view the acquisition not as an end but the start of a larger journey toward more innovative and integrated ad solutions.
