Contextual advertising firm Seedtag has secured over €250m (£210m) in funding from private equity investor, Advent International. As part of the transaction, Seedtag’s core existing institutional investors, Oakley Capital, Adara and All Iron Ventures, will remain investors, supporting the company in its next phase of growth. Jorge Poyatos and Albert Nieto, Co-founders and Co-CEOs of Seedtag, will continue as investors, leading the business from both its Spanish and US headquarters. 

The company said it would use the funds to further scale its Contextual AI technology, LIZ, and for innovation and worldwide operations, advancing its expansion into the US, and providing additional firepower for further M&A activity as Seedtag embarks on its next phase of international growth. Growth in the US is a key strategic focus, with Nieto relocating, and offices in New York, Miami, Chicago and Los Angeles now established.

Over the past eight years, Seedtag has built a privacy-first advertising solution, using AI and machine learning to create their product. The company aims to continue moving forward on its mission to become the global contextual advertising partner for brands and publishers.