Seedtag

Founded in Spain by two ex-Googlers, Seedtag provides a marketing analytics and intelligence platform for contextual advertising. Its solution leverages an AI known as “Liz” that can analyze content and match it with contextually appropriate targeted ads. The platform is capable of being integrated with any ad server without the need for additional tech development. The firm provides solutions for advertisers, providing target ads while ensuring brand safety and providing insights in a privacy-preserving manner. It also helps publishers place in-content ads to boost revenue.

Apart from its in-house development, the firm has developed its product offerings via targeted acquisitions of AI/ML startups including AtomikAd (an AI technology for digital advertising), Recognified (a contextual advertising solution specializing in computer vision), and KMTX (an AI model builder specialized in performance marketing). 

Its competitive edge is its capability of tracking ad performance without needing third-party cookies. In recognition of this, in February 2022, The firm was awarded the gold standard certification by the UK’s Internet Advertising Bureau (IAB) for increasing cross-industry transparency and standardizing the use of consumer data. In February 2023, the company launched Contextual Profiles, a solution that enables advertisers to deliver performance campaigns without using cookies or personal data. The firm also claims that its solutions increase customer engagement rates by 6x and improve brand favorability by 3.2x.

Key Customers and Partnerships

Seedtag’s customers mainly consist of automotive and FMCG brands. As of July 2022, these included Mitsubishi, Henkel, LG, Levis, and Garnier.

In November 2022, Seedtag entered into a partnership with Adelaide , an attention-based metrics provider, to enable users to gain a deeper understanding of media quality. The firm expects to leverage Adelaide’s reputation amongst top brands in the US to drive its expansion in the US. 

Funding and financials

In July 2022, Seedtag raised more than EUR 250 million (~USD 252 million) in private equity funding from Advent International. The firm planned to use the funds to further develop and scale its contextual AI technology, accelerate expansion plans to the US, and provide additional resources for M&A activity. In September 2021, the firm raised USD 40 million in Series B funding led by Oakley Capital.