Equativ, the leading independent adtech platform, and Seedtag, the leader in contextual advertising, announce today the extension of their global strategic partnership into Equativ’s curation offering. Seedtag has selected Equativ’s curation platform to enrich its contextual targeting solution with the power of Equativ’s targeting capabilities and premium ecosystem. The common goal of this partnership is to empower buyers to engage with relevant audiences across brand-suitable premium content with full respect to their data privacy.
Building on Equativ’s curation offering, advertisers will benefit from Seedtag’s contextual AI solution LIZ© that leverages the power of machine learning to provide a human-like understanding of content to deliver precise targeting in a cookieless environment. This is an important advantage as third-party cookies and identifiers are set to disappear. Through this integration into Equativ’s curation platform, Seedtag will be able to create a 100% cookieless contextual marketplace enabling advertisers to drive campaign performance and brand recognition through brand-suitable ad placement across high-quality cross-publisher inventory. This partnership also allows buyers to run private marketplace (PMP), programmatic guaranteed (PG), and direct deals via Equativ with access to Seedtag’s exclusive inventory to deliver ads in the right place.
In addition, Seedtag is renewing its existing partnership with Equativ as its primary SSP after a successful four-year collaboration spanning several European markets specifically in Spain which saw a more than 100% revenue increase in Q1 2022 compared to Q1 2021.
Ingrid Couasnon, EVP EMEA at Equativ, comments: “We are pleased to extend our global strategic partnership with Seedtag. The integration of their unique contextual AI capabilities into our curation platform will support the creation of closer relationships between buyers and sellers. In the face of the end of third-party cookies, it is critical that we offer privacy-first, transparent, and effective solutions to media buyers everywhere.”
Grego Martínez, VP of Product at Seedtag, states: “Over the past few months, we have been working on developing a tool that would allow us to connect our contextual capabilities with Equativ’s curation platform. As a result, we have established a solid partnership and have made our contextual signals, created by Seedtag’s contextual AI LIZ©, available in a 100% cookieless contextual marketplace. We are excited about this partnership and will continue to work to deliver a scalable, efficient, and privacy-first solution that enables advertisers and publishers to expand their business”
Equativ is one of the leading independent adtech platforms built to serve the interests of both advertisers and publishers. Equativ provides brand and privacy-safe solutions that empower its clients to achieve maximum impact while respecting the rights of consumers, and combines client expertise and engineering excellence to serve the interests of both the supply-side and demand-side with equal professionalism and technical sophistication.
Headquartered in Paris and New York, Equativ operates globally with a team of more than 450 in 20 offices. Equativ offers the market its own independent ad server, SSP, buyer tools, and media services to fulfill the promise of advertising technology.
Learn more at Equativ.com.
Seedtag is the leading Contextual Advertising Company that creates highly impactful and engaging solutions for relevant premium visual content, powering targeting and returns for top publishers and the finest brands. The company’s contextual A.I. allows brands to engage with consumers within their universe of interest on a cookie-free basis.
Seedtag was founded in Madrid in 2014 by two ex-Googlers who wanted to get the most out of editorial images and to this day it is a global company that has more than 400 employees and an important international presence with offices in Spain, France, Italy, UK, Benelux, Germany, Mexico, Brazil, Colombia, Argentina, Chile, UAE, the US and India.