Seedtag Acquires JustEggs for ANZ Market Entry
When Seedtag acquired supply-side platform Beachfront in June, it did so to deepen its offering in TV and advertising video. One month later, Seedtag, a global leader in contextual advertising, acquired JustEggs to broaden its global footprint with entry into Australia and New Zealand. JustEggs is an Australian-owned creative intelligence business.
Dal Gill, Vice President of New Markets at Seedtag, said, the move will “better serve our clients, who often operate in 20, 30, or even 40 markets, and strengthen global partnerships with major holding companies. Australia was a natural next step for Seedtag, given the maturity of the market, its highly engaged publishers, and its forward-thinking digital ad landscape. We’re excited to contribute to and grow within this sophisticated market.”
Seedtag’s clients include Kia, Mitsubishi, Diageo (Smirnoff), Answer Seguros, Velez, and Telefonics Movistar (Argentina).
Seedtag generates revenue through its contextual advertising platform, offering services that allow brands to place ads in contextually relevant environments, enhancing ad performance and personalizing the user experience.
When South Korean automaker Kia wanted to promote its Niro electric car model in the Netherlands, Seedtag first analyzed attention metrics to determine if contextual advertising would support better results than using third-party cookies. Afterwards, Seedtag executives decided on a contextual content-based approach with online and mobile video that aligned audiences with Kia’s drivability, tech stack, and eco-friendliness, not to mention its friendly price point in the market. “Make way for wonderful” was the tagline.
Seedtag took a contextual branded video approach within food and beverage, lifestyle, and entertainment environments online to advertise Grupo Peñaflor, Argentina’s leading wine company, which has an agreement with Diageo, the world’s leading multinational in the spirits and liqueurs markets. The brand wanted to commercialize and distribute exclusively in Argentina the entire portfolio of Diageo products.
Results showed a 75% list in attention per 1,000 impressions; exceeded the Latam benchmark click-through rate by 27% in a customer-engagement value format; and lifted click-through rates by 15% in the Latam benchmark.
Seedtag operates globally in EMEA, Latam, North America, and APAC, and has its headquarters in Madrid and New York City. The company is present in 17 markets: Argentina, Benelux, Brazil, Canada, Chile, Colombia, France, Germany, India, Italy, Mexico, Peru, Spain, the UAE, the U.K., the U.S., and now Australia. All of those markets have access to Seedtag’s contextual AI technology, Liz, and this new market will have the same privacy-first focus as the others.
The U.S., U.K., Spain, France, Italy, Brazil, Mexico, are its biggest, most active markets.
As with Beachfront, when Seedtag was on the hunt for acquisitions, JustEggs stood out for its strong market reputation, Gill said. The company’s founder and team, a culture that was aligned with Seedtag’s, the simplicity in the offering, and its fit with existing clients.
Founded in 2013, JustEggs specializes in using digital solutions to create engaging campaigns that offer true value for brands and advertisers. JustEggs’ CEO and Founder, Nik Kontoulas, is remaining with the company in the role of managing director, ANZ.
According to Statista, the number of internet users in Australia is expected to exceed 23.3 million by 2025, achieving an impressive internet penetration rate of over 89%. For Seedtag, entering the Australian market was a natural step toward fulfilling its mission of becoming the contextual partner for brands, agencies, and publishers. Australia will now benefit from privacy-first advertising that reaches consumers through their real-time interests at scale. This launch follows Seedtag’s successful market entries in India and Peru in 2023 and Canada in 2024.
Seedtag’s revenue model is generated through its contextual advertising platform, offering services that allow brands to place ads in contextually relevant environments, enhancing ad performance and user experience.
