Contextual advertising solutions provider Seedtag has penned an agreement to acquire KMTX, a French company specialising in building AI models to optimise and automate performance campaigns.
The acquisition of KMTX, formerly Keymantics, will mean Seedtag, which operates primarily in EMEA and Latin America, will be able to provide advertisers with a full funnel cookieless solution to deliver results on both performance and branding objectives for clients.
KMTX has developed proprietary AI solutions to optimise post-click results on many signals, zeroing in on keyword and semantic audiences. It was founded in Paris in 2017.
Jorge Poyatos and Albert Nieto, Seedtag Co-founders and CEOs Seedtag, said: “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 behaviours 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.”
Cookieless world drives acquisition
Seedtag has acquired KMTX in response to increased market demand for contextual full-stack solutions, alongside the need for privacy-first advertising. Seedtag is also expanding into the US market and will continue investing in its contextual AI technology, LIZ©.
KMTX’s workforce will join Seedtag’s 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 a full-funnel contextual AI solution that will help advertisers make accurate targeting decisions in a privacy-first world."