Seedtag Launches Next-Gen AI Solution
Global contextual ad company Seedtag has launched a next-gen AI powered context platform that gives brands and agencies the ability to create tailored creative ads that fit the context of the page on which they are featured.
Dubbed “Liz,” the platform uses deep learning, computer vision, and natural language processing to create insight-driven prompts from the brand’s creative brief. The resulting creative ads can target specific audiences, meet campaign objectives, and save time, resources, and expenditures.
Seedtag’s existing AI capabilities have been used to categorize the content of articles and contextualize creative ads. Studies from Lumen and Xandr have shown that aligning article context and creative ads generates a 20% uplift in consumer attention and increases CTR by 1.6x.
Founded in 2014 in Madrid by two former Google employees, Seedtag now has more than 400 employees with offices in Spain, France, Italy, the UK, Benelux, Germany, Mexico, Brazil, Colombia, Argentina, Chile, UAE, the US, and India.
StreetFight sat down with Seedtag’s Fernando Pascual, VP of Design, to learn more about Liz.
Describe Seedtag’s generative AI capability for contextual dynamic creatives.
In a nutshell, we are now able to integrate our Contextual AI, Liz, with generative AI platforms to modify creatives to fit even better within the context in which they’re hosted. By thoroughly analyzing the content, Liz is able to generate a prompt for the generative AI platform to expand the image or include elements related to the context. For example, an ad for a car that is modified to fit within a “family” context may see the car placed outside a family home.
We still want to remain as true as possible to the brand, and every creative is based on an original image supplied by the advertiser. Each modified creative is also reviewed and approved by our global design team as well as the client, ensuring that the human touch is always present in the process.
Why is this technology called “Liz?”
Liz is our Contextual AI technology. The name does not have a specific meaning. Thanks to this technology, we can offer an unprecedented level of comprehension of content, both in writing and in images, to know exactly where to place an ad so it will resonate with consumers. This analysis also allows us to develop a detailed creative strategy alongside our brands, helping us create high-impact contextual creatives for the contexts Liz identifies and placing them where users will be most receptive.
Which brands have used Seedtag’s Liz so far? Which other clients does Seedtag work with?
KIA, Mitsubishi, Diageo, L’Oréal, Colgate, New York Pizza, LG, Levi’s, Unilever, among many others.
How long has it been under development?
Liz has been under continuous development over the last nine years, going from being capable of page-level analysis to now carrying out network-level analysis. This means that we now have a holistic view of the entire network of content, analyzing not only individual pages but the relationship between them. We can then go beyond standardized categories, targeting “custom” content categories relevant to the brand’s brief.
The next step in this evolution is our ability to modify creatives to better fit within the context of a page. We’re pioneering the use of generative AI in campaign creatives, which allows us to resonate with consumers even further and drive better results for our clients.
Is this technology best applied to banner ads or something more sophisticated?
Can this technology work with DOOH? TV, radio, social media, etc?
No, we currently only work on the open web, leveraging the relationships we have with premium publishers and purchasing the inventory they offer to us. Our AI Liz’s analysis allows us to target websites/pages based on the relevance of their content to a product/service being advertised.
What do the human creatives do in their review of the AI-generated ads? What are they looking for?
Seedtag’s in-house design team goes through a rigorous creative validation process so advertisers can be confident that they will receive tailored, highly impactful creatives that convey their brand’s message effectively while also staying true to the values of the brand. It’s important to mention that we are not generating creatives from scratch but instead modifying existing creatives that the brand provides, ensuring they fit even better within the context that hosts them. Also, no creative will be used in a campaign without the approval of the client. We don’t want generative AI to replace designers, and creative teams will continue to play a key role in the design process, especially at this early stage in the technology’s existence.
Can Liz also programmatically place these ads next to appropriate content to ensure brand safety?
Yes, we also serve programmatic campaigns using Liz, ensuring the same level of brand safety as any normal campaign. Programmatic buyers can seamlessly use Seedtag’s proprietary contextual AI to segment users without using cookies and served within premium content. Seedtag’s inventory is also available programmatically.