Origin Fund
EMEA / Latin America

The leading contextual advertising platform in Europe and LATAM.

Founded in Madrid in 2014, Seedtag helps brands and agencies deliver digital advertising that is directly relevant to the content that readers are consuming.


Best-in-class technology

The business has expanded rapidly across Europe and Latin America thanks to its best-in-class technology, differentiated product offering, and strong relationships.

The Company’s clients include blue chip brands such as Universal and Adidas, as well as agencies such as WPP and Havas.

Our investment

In September 2021, Oakley acquired a minority stake in the business through a partnership developed out of a long-standing relationship between Oakley partners and Seedtag’s founders, who were attracted to Oakley’s deep media expertise and strong track record in growing digital businesses organically, via M&A and across international markets. 

Market dynamics

Over the coming years, the increasing importance of consumer privacy and GDPR rules is expected to drive a shift away from third-party cookies, and advertisers will no longer be able to reach target audiences by leveraging user browsing history.

As a result, brands and agencies are searching for reliable alternatives that help them to understand consumer interests while targeting priority audiences.

Seedtag’s proprietary software does not rely on the use of cookies and so is best positioned to provide a deep understanding of consumer interests, build a contextual strategy that is based on data and gather a range of insights that can help brands to market themselves more effectively.

Our origination network helps us source investments others cannot. Often, we are the first institutional investor in our portfolio companies.

Back to top