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Oakley capital agrees partial exit from Seedtag

Oakley Capital
1 min read

Oakley Capital (“Oakley”) is pleased to announce that Oakley Capital Origin Fund (“Origin”) has reached an agreement to sell part of its stake in Seedtag to private equity investor Advent International (“Advent”).


Founded by Jorge Poyatos and Albert Nieto in Madrid in 2014, Seedtag is the leader in contextual advertising in EMEA and LATAM.


Seedtag – The leading contextual advertising platform in Europe 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 Capital

Oakley leveraged its deep media expertise and strong track record growing digital businesses to invest 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.

Quote Jorge Poyatos and Albert Nieto

In partnership with Oakley, we have made strong progress in our business plan, driving top-line growth, pursuing strategic acquisitions and further professionalising the business. We see tremendous opportunity to grow Seedtag further as profound changes in the advertising industry drive demand for our contextual advertising services that enhance both brand awareness and security. We look forward to partnering with Advent and Oakley to take full advantage of these opportunities.

Jorge Poyatos and Albert Nieto

Co-Founders and Co-CEOs Seedtag

Quote Peter Dubens

What first attracted us to invest behind Seedtag were two highly ambitious, ex-Google entrepreneurs with a vision to create a leader in advertising technology, and a market-leading product that addressed the increasing focus on consumer privacy. This is a terrific combination that has delivered strong outcomes. We are pleased to continue our partnership with Jorge and Albert, and welcome Advent as together we position the company for the next stage of its growth plan. Seedtag remains Oakley’s third platform investment in Iberia, a cornerstone region for the firm, alongside market-leading property portal idealista and business software provider Grupo Primavera.

Peter Dubens

Managing Partner Oakley Capital

Advent International

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.

Seedtag has established itself as a leading player in Europe and Latin America in the very dynamic contextual advertising sector. We are delighted to partner with Jorge and Albert as they continue to build on this momentum. With our international presence and deep sector expertise, Advent will work with the Seedtag management team to further expand the business internationally. We look forward to supporting this hugely exciting business to grow and scale-up and to taking it to the next level.

Gonzalo Santos

Managing Director and Head of Spain Advent International

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