PE Deals

Oakley Capital to partially exit Seedtag

Advent International has agreed to buy part of Oakley Capital's stake.

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  • Oakley Capital invested in Seedtag in 2021
  • Seedtag’s launch into North America had support from Oakley
  • Advent will accelerate the expansion into the US and aid in further M&A

Oakley Capital announced on Wednesday that it has reached an agreement to sell part of its stake in Seedtag to private equity investor Advent. Oakley acquired a minority stake in Seedtag in September 2021.

Madrid-headquartered Seedtag is a contextual advertising company working in Europe and Latin America. The company uses AI technology based on machine learning algorithms to power its communications.

Since Oakley, the London-based private equity firm, acquired a minority stake in Seedtag, the company has completed a strategic acquisition of KMTX, a French company specialising in building AI models to optimise and automate performance in marketing. Oakley has also supported Seedtag’s launch in North America.

Boston-based Advent International will boost Seedtag’s expansion in the US, and assist in further M&A.

Seedtag’s founders, Jorge Poyatos and Albert Nieto, will remain invested in Seedtag and will lead the business.

“Advent brings significant expertise that is directly relevant to Seedtag, including in marketing technology and services, and consumer-focused data analytics,” saida representative from Advent. “This, together with a strong US network that can help companies expand successfully into a key market, makes us a strong partner for Seedtag, and we look forward to working with Jorge, Albert and Oakley.”

“What first attracted us to invest behind Seedtag were two highly ambitious, ex-Google entrepreneurs with a vision to create a leader in advertising technology, and a market-leading product that addressed the increasing focus on consumer privacy,” said Peter Dubens, managing partner at Oakley Capital. “This is a terrific combination that has delivered strong outcomes. We are pleased to continue our partnership with Jorge and Albert, and welcome Advent as together we position the company for the next stage of its growth plan.”