• by Laurie Sullivan  @lauriesullivan, June 5, 2023

Global contextual advertising company Seedtag has launched a contextual artificial intelligence (AI) capability integrated with generative AI to give brands and agencies the capacity to build tailored creative assets based on the context of the surrounding page’s content.

Liz is a contextual AI platform integrated with GAI that combines deep learning, computer vision and natural-language processing. It understands what consumers read on the company’s website to support a contextual approach to ad targeting.

The platform understands the required context for the client’s ad campaign and creates prompts to modify the original creative based on the best possible outcome.

The AI generative platform builds new creatives using the insight-driven prompts that target specific audiences and meet campaign objectives, according to the brand's creative brief.

The ads aim to be a “better fit” for specific online media. One ad creative now has infinite opportunities, saving time and resources, according to the company.

Seedtag’s global design team also oversees every GAI-generated creative before it is presented to advertisers.

Liz connects contextual AI with GAI to modify creative to better fit the context on the webpage.

By analyzing the content, Liz can generate a prompt for the GAI platform to expand the image or include elements related to the context of a website article, keeping the majority of the asset provided by the client, as we only add around 20% of new content.

Fernando Pascual, vice president of design at Seedtag said an “ad for a car that is modified to fit within a ‘family’ context may see the car placed outside a family home.”

“The insights extracted from Liz analysis allows us to develop a detailed creative strategy alongside our brands, helping us create high impact contextual creatives for the different contexts Liz identifies, and placing them where users will be most receptive,” he said, “We don't generate a whole new ad, we keep the majority of the client's ad and we just generate that new 20% of the background image, which helps to integrate the ad better with the content of the article.”

While Seedtag already uses AI in its advertising platforms to categorize content of articles and contextualize creative, GAI provides advertisers more sophisticated creatives that more closely matches the content of the articles. This increases the effectiveness of contextual creatives, as studies from Lumen and Xandr have shown aligning context and creative generate a 20% uplift in attention and increases click-through rate (CTR) by 1.6x. 

Seedtag was founded in 2014 by two former Google employees in Madrid. The company now has more than 400 employees with offices in Spain, France, Italy, the UK, Benelux, Germany, Mexico, Brazil, Colombia, Argentina, Chile, UAE, the U.S., and India.