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Seedtag has acquired German contextual advertising specialists, Recognified.
Founded in 2016 by Jan-Philipp Kröll, Matthias Hahn and Stoyan Georgiev, Recognified is a computer vision and brand advertising company specialised in contextual advertising. The purchase of the Munich based company is seedtag’s first acquisition in the country, which plays an important role in the European advertising market as it ranks second in digital investment only behind the UK. Through this operation, seedtag expands its international presence, adding Germany to its offices in the UK, France, Spain, Italy, Benelux, Mexico, Brazil and Colombia.
This acquisition and expansion have been driven by an increased market demand of the benefits of contextual full stack solutions, the complementary technologies and publisher agreements between both companies, as well as the continued need for innovative, brand-safe and privacy-first advertising formats in the region.
The integration process of the two companies will progressively take place throughout 2021. Seedtag will use Recognified’s existings infrastructure to provide relevant advertising solutions to its clients in the country and it will be able to offer access to the German network to its current clients. This way seedtag will have a greater offering to deliver highly impactful international campaigns.
According to Albert Nieto, Co-CEO of seedtag: “the acquisition of Recognified shows our ambition to become global leaders in contextual advertising. It represents a very strategic move to consolidate our dominant position in Europe. We were very impressed by the quality of the team and the business that the Recognified founders built in Germany, and it was very clear from the first interaction that joining forces with them would make both seedtag and Recognified stronger”.
Jorge Poyatos, Co-CEO of seedtag, says that “this is a strategic acquisition for seedtag. Recognified has developed strong computer vision capabilities that will reinforce our contextual AI and strengthen seedtag’s understanding of consumers’ interest in a privacy-focused manner.”
Jan-Philipp Kröll, Managing Director of Recognified, states “together with seedtag, we share not only the same product and a complementary technology but we have the same demanding ambitions. To leverage synergies by combining both companies leads to the next level of a contextual full stack company with global scale and extraordinary high-impact ads for our clients. We are all very excited about this merger- we like to call it: the perfect match”.
Emilia Kirk, Global Head of Growth, commented that the acquisition will help seedtag to stamp their authority on the UK market and will help to solidify their position as market leaders, not just in the UK but globally too: “this acquisition is an excellent step forward for seedtag and gives us a real opportunity to expand on our already fantastic position within the market. As the market booms, we need to boom with it and twinning this acquisition of Recognified with the recent takeover of AtomikAd shows how we envision seedtag moving forward, and the path that we look to walk in the coming months and years.”
By contextually delivering ads through its proprietary AI technology based on Machine Learning algorithms, seedtag offers advertisers an effective alternative to the use of cookies by targeting users based on their real-time interests.
After six years developing their contextual AI, seedtag has been able to move beyond contextual targeting and incorporate contextual data planning tools and real-time insights into its offering. On top of that, seedtag is pioneering new technologies such as contextual lookalike that outperform traditional contextual or audience targeting.
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