Seedtag was born in 2014 with the objective of using images as advertising spaces at a time when the user is constantly bombarded by excess information. The company was founded by two “exes” of Google in Spain, Jorge Poyatos and Albert Nieto. They left Google to create an In-Image Advertising platform in 2014, Seedtag. In 2018, in just four years, they managed to position themselves as one of the leading companies in terms of multiplatform audience in Spain in the comScore metric.
Borja Fernández, Spain Country Manager at Seedtag, explains: “we are very happy with the support given to us by this enormous comScore figure: in our first metric we have reached almost 88% of the audience in Spain and we are still growing.”
Machine learning, a scientific discipline in the field of Artificial Intelligence that creates systems that learn automatically, has been the algorithmic method they have used, capable of identifying where the image is located, the labels it contains, among others. Its business model has two branches of action. On the one hand, the media and Internet content websites, and on the other hand, the brands or agencies that buy advertising space from the first branch. Seedtag is the intermediary between these two branches, helping to increase the effectiveness of advertising and reducing the burden of all available inventory within an excessively saturated market such as advertising. In addition, the company has made two changes to its strategy. First of all, video, currently representing 50% of the advertising it shows on images and programmatic advertising, refers to advertising that advertisers acquire in real time through bids. Seedtag has studied and observed great market growth. The expansion of the company Seedtag has been exponential, it currently has an international presence with offices in Spain, Italy, France, Mexico, the United Kingdom, etc.
Seedtag will continue to grow independently for now. “We want to have a very sustainable business; if someone comes along the way and we can be better than going alone we will study it,” says Albert Nieto.
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