Advent International Acquires Stake in Seedtag from Oakley Capital

Natura Acquires Stake by Advent International (8%–10% Minority Investment)

March 31, 2026

Consumer Products

Brazilian cosmetics company Natura announced a governance overhaul and a minority investment from Advent International. Advent will acquire an 8%–10% stake by purchasing shares over time (expected over up to six months) and will have the right to appoint two board members once the stake is reached.

Advent International Acquires Majority Stake in Siesa

December 2, 2024

Software

Advent International has acquired a majority stake in Siesa, the largest independent ERP provider in Colombia, from Siesint Holdings and former Siesa employees. The co-founder will remain a minority shareholder; Advent said it will support Siesa's next growth phase by investing in product innovation and expanding its offering across retail, hospitality and other industries.

Seedtag Acquires Beachfront to Strengthen CTV Contextual Advertising

June 3, 2024

Marketing & Advertising

Seedtag, the global contextual advertising company, has acquired Beachfront, a sell-side ad platform for connected TV (CTV) and streaming. The acquisition integrates Beachfront’s premium CTV inventory and technology into Seedtag’s contextual advertising stack to expand CTV capabilities, signals and publisher partnerships.

Dentsu Group Acquires Tag from Advent International

March 7, 2023

Marketing & Advertising

Dentsu Group Inc. has agreed to acquire Tag, a global omnichannel marketing production company, from private equity firm Advent International. Tag, which operates a proprietary marketing execution platform (Digital Interact) and employs ~2,800 people across 29 countries, will become part of dentsu's network to expand its content production and technology-enabled marketing capabilities.

Seedtag Acquires AI-based Performance Platform KMTX

June 14, 2022

Marketing & Advertising

Oakley Capital-backed Seedtag has acquired Paris-based KMTX (formerly Keymantics), an AI-driven performance marketing platform that works with 200+ agencies and global brands. The deal brings KMTX's predictive AI models into Seedtag's contextual data stack to create a full-funnel, cookieless advertising solution and accelerate Seedtag's product development and international expansion.

Oakley Capital Origin Fund Invests $35M in Seedtag

September 14, 2021

Marketing & Advertising

Oakley Capital Origin Fund (Origin Fund) is investing $35 million to acquire a minority stake in Seedtag, a Madrid-founded leader in contextual advertising across EMEA and Latin America. The growth capital will support Seedtag's expansion into the United States and further investment in its contextual AI technology and product development.