Move aims to boost contextual performance for advertisers.
Contextual advertising specialist Seedtag has announced the signing of a definitive agreement to acquire 100% of the shares of KMTX (previously Keymantics), a French company specializing in building AI models to optimize and automate performance campaigns. By combining Seedtag's contextual data with KMTX’s models, Seedtag will be able to provide advertisers with a full-funnel cookieless solution for both branding and performance objectives.
KMTX is focused on delivering mid and low-funnel KPIs to advertisers. They have developed proprietary AI to optimize post-click results based on multiple signals, with a special focus on keyword and semantic audiences. Founded in París in 2017, KMTX spent two years on research and development into how data was collected, processed, and acted upon in media buying, before launching commercially in 2019. Since then, they have grown exponentially and their proprietary performance advertising solution has seen great success in France.
Jorge Poyatos and Albert Nieto, Co-CEOs and Co-Founders of Seedtag, said in a statement, “Over the last few years, we have seen a strong correlation between contextual signals and performance results although we have not had the technology to predict post-click behaviors at scale. The acquisition of KMTX brings AI-based predictive models into our stack that, combined with our proprietary contextual data, will constitute a leading solution for achieving performance results in a cookieless world.”
This acquisition has been driven by increased market demand for contextual full-stack solutions, complementary technologies, and the continued need for innovative, brand-safe, and privacy-first advertising solutions.
The integration of KMTX into Seedtag’s contextual full-stack also complements Seedtag’s business in the French market. KMTX’s employees will be incorporated into Seedtag’s existing workforce, joining the commercial and tech teams.
Arthur Querou, CEO and Co-Founder of KMTX, said, “Over the past five years, we have built a successful business based on helping advertisers make better media buying decisions. With Seedtag, we share a common vision of making advertising on the open web simpler through data-driven media investment. By combining KMTX's technology with Seedtag's, the industry will be able to avail of a full-funnel contextual AI solution that will help advertisers make accurate targeting decisions in a privacy-first world."
With this acquisition, Seedtag continues moving forward in its global objectives. As announced at the beginning of the year, the company is now expanding into the US market and will continue investing in its contextual AI technology, LIZ, in order to provide relevant and engaging communications in a privacy-first world.