Oakley Capital Investments says that Oakley Capital Origin Fund has reached an agreement to sell part of its stake in Seedtag to private equity investor Advent International. The trust’s look-through share of proceeds is expected to be about £13m, adding about 4p to the end June NAV.
Founded by Jorge Poyatos and Albert Nieto in Madrid in 2014, Seedtag is the leader in contextual advertising in EMEA and LATAM. The company helps brands and agencies deliver digital advertising that is directly relevant to the content that readers are consuming, meeting growing market demand for cookie-less solutions that protect brands and prioritise consumer privacy.
Oakley invested in Seedtag in 2021, attracted by its proprietary AI technology and entrepreneurial team, and in order to support the company’s international expansion. Since 2021, Oakley has supported Seedtag’s launch into North America as well as the strategic acquisition of KMTX (previously Keymantics), a leading French company specialised in building AI models to optimise and automate performance marketing campaigns. During Oakley’s ownership, Seedtag has grown revenues and earnings significantly ahead of forecast.
The announcement says that partnering with Advent will enable Seedtag to leverage its significant expertise in marketing and data, accelerate its expansion into the US, the world’s largest advertising market, as well as provide additional firepower for additional M&A and investment in the company’s contextual product suite.
Jorge Poyatos and Albert Nieto will continue to lead Seedtag from both its Spanish and US headquarters.
OCI : Oakley gets uplift from Seedtag sale