CTV and video publishers working with Beachfront will benefit from enhanced access to Seedtag’s scaled-demand partnerships.
Seedtag, a contextual advertising company, announced it has acquired Beachfront, the sell-side ad platform built for CTV and streaming. Beachfront’s advanced technology, premium inventory, and expertise in CTV advertising will be seamlessly incorporated into Seedtag’s existing contextual advertising solutions, allowing clients to deliver effective, privacy-first advertising across multiple channels.
The announcement follows Seedtag’s recent launch of Contextual TV, a first-of-its-kind offering that harnesses AI-based network dynamics, rich consumer insights, and bespoke creative to enable advertisers to create more effective CTV strategies and drive high-performing, privacy-compliant advertising campaigns. By integrating CTV signals such as automated content recognition (ACR) and ad exposure data with contextual data from the open web, Seedtag enables advertisers to precisely target audiences, tailor creative content, and optimise campaign performance.
Through the strategic acquisition, Seedtag and Beachfront leverage their combined expertise and resources to optimise supply paths, ensuring direct access to premium CTV inventory and delivering unparalleled value to advertisers. CTV and video publishers working with Beachfront will benefit from enhanced access to Seedtag’s scaled-demand partnerships and unique, innovative contextual solutions.
“With a decade of experience maximising campaign effectiveness on the open web by leveraging contextual AI, Seedtag is now well-equipped to help brands, agencies and publishers navigate the challenges of CTV advertising,” said Jorge Poyatos, Co-CEO & Co-Founder at Seedtag. “With the acquisition of Beachfront, we will further enrich our unique Contextual TV solution by incorporating a native platform into our stack, adding additional signals to our AI, and expanding our publisher partnerships. This move aligns perfectly with our mission to create the most effective advertising technology for a privacy-first world, now also available on CTV.”
CTV ad spend is expected to increase to over $30 billion in 2024 – a 22.4 per cent increase from the $24.6 billion spent in 2023 – according to eMarketer. Seedtag’s integration with Beachfront will give advertisers a deeper understanding of audiences across multiple devices. This will empower media buyers to deliver more relevant and impactful advertising in CTV while also enabling publishers to capitalise on the unique opportunities presented by ad-supported streaming.
“In recent years, the CTV advertising ecosystem has undergone significant growth and transformation. Beachfront has proudly served at the forefront of this industry-wide change, helping premium CTV media sellers to drive monetisation and deliver exceptional viewer experiences,” said Chris Maccaro, CEO at Beachfront. “As a leader in contextual advertising, Seedtag’s unique solutions, global footprint, and scaled demand partnerships will help advance Beachfront’s services and create value for our CTV publisher partners.”
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