This promoted content is produced by a publishing partner of Open Mic. A paid-for membership product for partners of The Drum to self-publish their news, opinions and insights on thedrum.com - Find out more
Seedtag acquires Italian competitor AtomikAd to strengthen its leadership position in contextual advertising
November 26, 2020
Seedtag announced the acquisition of 100% of Italian company AtomikAd as the next step in the company’s growth plan to consolidate its leading position on contextual advertising in Europe and Latam.
Founded in 2017, AtomikAd is a 100% Italian AdTech company specialized in developing innovative solutions based on artificial intelligence technology and applied to digital advertising. The company led by CEO Giulio Giovine will continue to operate independently in the Italian market until the end of this year, and the integration process of the two companies will progressively take place throughout 2021. After this operation advised by Bird & Bird and Nctm Studio Legale, AtomikAd will become part of Seedtag’s international workforce, with presence in UK, France, Spain, Italy, Benelux, Mexico, Brazil and Colombia.
The complementarity of their technologies and publisher agreements and the fact that both companies share the same vision on the future of contextual advertising have been key for this transaction. The incorporation of AtomikAd will allow Seedtag to expand its expertise and to lead the Italian contextual advertising market.
Albert Nieto, Co-CEO of Seedtag, says that “this acquisition is one step forward on the consolidation of our leadership in Europe and Latam and increases the scale and capabilities we offer to our clients. This is only the first step of our consolidation strategy, and we will be sharing more exciting news in the months to come."
According to Jorge Poyatos, Co-CEO of Seedtag: “The acquisition of AtomikAD enhances our contextual stack bringing new capabilities for video analysis and consolidates our privileged position to help advertisers navigate the cookie-less era.”
Giulio Giovine, CEO of Atomik Ad, states “the combination of various areas of Seedtag and AtomikAd and the complementarity of both companies made it possible to combine the two realities to consolidate a single reference player in Italy for contextual advertising. We are extremely excited about this project and will announce many news and innovations in the near future".
After six years developing their contextual advertising technology, 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.