Keywee - the Israeli startup that says it can drive traffic from Facebook and other platforms to publishers' websites - has announced a move into the Asia-Pacific.
This follows rapid growth in the US and plans to expand into Europe.
The company - whose investors include Eric Schmidt and the New York Times - says its platform unlocks audience insights using AI and data science, and "infuses them into every step of the storytelling process".
It is also opening an office in London following partnerships with publishers including the BBC, Guardian US, Shortlist Media, ARTE, Motley Fool Australia and Viacom. "We've been fortunate to partner with many of the world's best storytellers to help them create better content and find the best audience for it," says EMEA general manager Martin Thouroude.
Medium Marketing will represent Keywee in Australia and NZ, Hong Kong, and Singapore. Medium director Dinesh Arasaratnam says Keywee is making Facebook work for publishers, "whether it's subscriptions, branded content or profitable audience development".
The technology has led the NYT to start publishing some of its stories on Facebook, given Keywee's ability to send eyeballs to stories on its own website.
Eric Schmidt's Innovation Endeavors and the NYT took part in a $9.1 million investment round in 2015.