Brian Gleason Named Seedtag CEO – AI Adtech News
Seedtag Appoints Former Criteo Exec Jeff Gleason as New CEO, Eyes Global Expansion
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Seedtag, a leading contextual advertising platform, has appointed Jeff Gleason as its new Chief Executive Officer, succeeding founders Álvaro Poyatos and Jorge Nieto. This leadership transition comes as Seedtag continues its rapid global expansion, fueled by a recent $250 million investment from Advent International. Gleason’s appointment signals a strategic shift for the company, positioning it to capitalize on the evolving landscape of digital advertising and the growing demand for privacy-focused targeting solutions.
Seedtag’s journey has been marked by consistent growth and a commitment to innovation in contextual advertising.The company initially focused on Europe but has now broadened its reach considerably. The $250 million investment from Advent International in late 2023 has been instrumental in this expansion, enabling Seedtag to establish a secondary headquarters in New York City and extend its presence across Asia-Pacific (APAC), europe, the middle East and Africa (EMEA), and Latin America.
This global footprint allows Seedtag to serve a diverse range of advertisers and publishers,offering localized expertise and tailored solutions. The company’s commitment to understanding cultural nuances and regional preferences is a key differentiator in the increasingly complex world of digital advertising.
Strategic Acquisition of Beachfront and Focus on CTV
In 2024, Seedtag further strengthened its position in the rapidly growing Connected TV (CTV) and streaming advertising market with the acquisition of Beachfront, a sell-side ad platform specializing in these areas. This acquisition expands Seedtag’s capabilities and allows it to offer advertisers more elegant targeting and measurement solutions within the CTV ecosystem.
CTV is becoming an increasingly vital channel for advertisers, as consumers shift their viewing habits from customary television to streaming services. Seedtag’s investment in this space demonstrates its commitment to staying ahead of the curve and providing its clients with access to the latest advertising technologies.
The rise of Agentic AI and the future of Contextual Advertising
Gleason’s vision for Seedtag centers around leveraging “agentic AI” – a concept the company was pioneering before it gained widespread attention – in conjunction with a deep understanding of the emotional context surrounding ad placements. He believes the industry has become overly focused on granular targeting, losing sight of the importance of connecting with audiences on a human level.
“A hyper-focus on targeting has drawn the industry away from the core principles of connecting with human emotions,” Gleason stated. By combining advanced AI with contextual relevance, Seedtag aims to deliver advertising experiences that are both effective and engaging. This approach aligns with growing consumer concerns about data privacy and the desire for more meaningful interactions with brands.
Founders Transition to New Roles
The leadership transition sees founders Álvaro Poyatos and Jorge Nieto stepping into new roles within the company. Poyatos will assume the position of Chief Innovation Officer, focusing on driving future product growth and technological advancements. Nieto will serve as an advisor, providing strategic guidance and support.Both founders will remain actively involved in Seedtag through their continued board membership. “This leadership transition marks a pivotal moment for Seedtag, one that we are confident will propel us toward an even stronger trajectory,” Poyatos said. Nieto added, “Building this company alongside all of our Seedtaggers is our life’s professional legacy. We are excited to see the company flourish and take on new aspiring milestones.”
Seedtag currently employs over 700 people worldwide and is committed to continued global expansion.
Gleason’s Departure from Criteo and the Evolving Retail Media Landscape
Gleason joins Seedtag from Criteo, a retail media giant currently navigating a period of increased competition. Criteo is facing challenges from emerging players like Koddi, Kevel, Pentaleap, and topsort, as the retail media industry reaches an inflection point. Advertisers are demanding greater transparency, control, and value from their retail media network partnerships.
The recent loss of Uber’s U.S.ad business to instacart’s adtech platform, Carrot Ads, underscores the intensifying competition in the retail media space. This dynamic habitat highlights the importance of innovation and differentiation,qualities that Seedtag hopes to leverage under Gleason’s leadership. The shift in the retail media landscape emphasizes the need for platforms that can deliver measurable results and build strong relationships with both advertisers and retailers.