Explosive growth inspired by entrepreneurial courage.

Entrepreneurial courage motivates us. So when we learnt that Jorge Poyatos and Albert Nieto had left roles at Google to pursue their vision of reinventing digital advertising, we were impressed.

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In 2016, we partnered with them to support Seedtag, then a 10-person company with a revolutionary idea: to build the world’s leading contextual advertising platform for a privacy-first web.

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From bold idea to global category leader

Adara led the €1.5 million initial investment round and has remained closely involved ever since, helping shape Seedtag’s funding strategy, guiding its international expansion across 15+ countries, and supporting three strategic acquisitions that accelerated its growth and category leadership.

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Seedtag’s founding insight was that advertising could be both effective and respectful, reaching audiences not through invasive tracking, but through a deep understanding of context. Its proprietary Contextual AI technology, LIZ©, interprets signals of interest, intent, and emotion to help brands engage consumers across premium CTV, video, and open web inventory. 

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Today, Seedtag leads the industry in neuro-contextual advertising, delivering privacy-first, AI-powered campaigns at a global scale.