Sydney creative intelligence agency JustEggs poached by Seedtag

Sydney creative intelligence agency JustEggs poached by Seedtag

JustEggs founder Nik Kontoulas will become Seedtag's managing director for ANZ.

A Spanish-founded contextual advertising company that has raised roughly US$299 million ($450 million) has put an undisclosed portion of that sum towards getting its hands on JustEggs, a Sydney-based creative intelligence business that provides measurable digital solutions for brands and advertisers.

JustEggs' CEO Nik Kontoulas, who founded the company in 2013, will remain with the company as managing director for Australia-New Zealand (ANZ).

Starting this month, JustEggs will integrate Seedtag's privacy-first targeting technologies powered by its contextual artificial intelligence (AI) known as 'Liz' into its advertising solutions.

"Teaming up with Seedtag thrusts us into a fresh era of digital advertising innovation for the ANZ market," says Kontoulas.

"With their proprietary tech and global reach, we're geared up for success in a cookieless world and beyond. It's an exciting journey ahead."

JustEggs has worked with more than 100 brands since inception, catering to a wide range of business from Metricon to Weber to Valvoline. With approximately 11 staff, it combines expertise in creative, media and data, helping brands drive customer acquisition and retention. 

Seedtag was founded just a year after JustEggs by ex-Googlers Alberto Nieto and Jorge Poyatos, developing targeted ads solutions in the European Union where privacy protections for consumers are more advanced than in other jurisdictions.

Through its proprietary technology Seedtag was able to build a leadership position for contextual advertising in the Europe, Middle East and Africa (EMEA) region as well as in Latin America, before securing €250M ($403 million) in funding from private equity investor Advent International in 2022.

After the raise the founders relocated to the US as Seedtag established dual headquarters in Madrid and New York.

From there it springboarded into Peru and India in 2023, followed by Canada earlier this year and now Australia.

"The acquisition of JustEggs is a clear example of Seedtag's willingness to continue its international expansion into the APAC region," says Alberto Nieto, co-CEO.

"We are very excited to partner with one of the best teams in our industry to bring contextual intelligence to new heights."

Seedtag's VP of new markets, Dal Gill, describes Australia as a very sophisticated, data and technology-led market.

"We have much to contribute to this local digital advertising industry," says Gill.

"Following our successful entry into India, this is the second market we have opened in the APAC region.

"I'm confident that our unique contextual advertising solutions will greatly benefit Australian brands and publishers in achieving their advertising goals while meeting the demand for privacy-first, scalable targeting."

Today's announcement comes a month after Seedtag acquired New York-based Beachfront, a sell-side ad platform built for CTV and streaming, also for an undisclosed sum.

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