Finding audiences in today’s digital advertising ecosystem can be challenging. However, Seedtag’s neuro-contextual framework promises marketers the chance to pinpoint the moments when audiences are most receptive—driving results while maintaining scale.
Contextual advertising is nothing new. Nor is focusing advertising spend on moments when consumers are most engaged with media. But combining the two in a digital setting has often proven elusive—until now. Seedtag’s funnel-flattening, wastage-reducing innovation would not have been possible without AI.
To find out how the business got here, B&T sat down with Elena Gómez, director of product marketing at Seedtag.
“Neuro-contextual advertising goes beyond the traditional limits of contextual, which has typically relied on things like URL analysis, keyword targeting, and predefined categories,” said Gómez.
“Those strategies tend to position contextual as an upper-funnel marketing method.”
However, Seedtag’s approach allows marketers to move down the funnel with consumers by virtue of its more relevant and more human ad placements where audience interest, intent, and emotion align with brand goals.
“Where neuroscience comes in is the way our AI, Liz, is designed. It’s built on principles inspired by how the human brain processes information—recognising patterns, emotional cues, and intent in real time. Instead of just matching ads to keywords, Liz identifies moments of strong interest, emotional receptivity, and purposeful engagement,” continued Gómez.
“This shift allows us to dynamically create custom audiences, adapt campaigns across the full marketing funnel, and provide deeper insights that connect awareness to action, which previous contextual approaches couldn’t deliver.”
“Neuroscience has been around for some time, but its full potential, especially in advertising, remains unexplored,” continued Gómez.
“We believe transparency is key to building strong customer relationships, which is why our models are seamlessly integrated into our platform. Customers can see in real time how they work and how they apply directly to their campaigns.”
Liz also offers the chance for marketers to optimise channel mix and creative messaging, as well as uncovering emerging trends—such as niche sports segments, rising sustainability topics, or culturally relevant subjects that align with a brand’s values—through its affinity index.
These insights, Gómez explained, empower smarter, more targeted campaigns that maximise attention, engagement and performance across screens.
Seedtag’s innovations in the space don’t stop there, however. Its neuro-contextual framework has expanded beyond the open web to CTV—where it promises similarly needle-shifting ad placements.
“Unlike standard CTV platforms that rely on broad genre targeting, our AI, Liz, analyses content across text, imagery, and video with advanced NLP, computer vision, and sentiment analysis, unlocking opportunities far more granular than traditional categories. For example, Forrest Gump, Toy Story and Anyone But You are all movies classified as ‘Comedy’ but have wildly different themes and audiences,” said Gómez.
“While Seedtag’s contextual CTV solution is not yet available in Australia, it has shown strong performance in other markets. In the US, a recent United Airlines CTV campaign achieved an 80 per cent lift in brand differentiation and a 48 per cent increase in product recognition by matching ads to contextually relevant environments.”
Those results are remarkable on their own but with CTV rapidly growing in importance as a channel around the world, marketers adopting Liz and neuro-contextual should be primed for even faster growth. It’s cutting through, too, with Gómez saying Seedtag has been met with “a lot” of interest from new and existing customers about the product.
Seedtag is also getting into the world of agentic AI, again harnessing the power of Liz, but automating it for maximum impact. While the Liz agent is not yet available in Australia, Gómez said we have a lot to look forward to once it arrives down under.
“The Liz Agent works in real time by continuously analysing contextual signals—text, images, video, and audio—to pinpoint the moments when audiences are most receptive. It then dynamically builds audiences, adjusts delivery, and adapts creatives to ensure campaigns keep meeting their objectives as contexts shift,” said Gómez.
“It will allow Australian clients and agencies to interact with Liz through an intuitive, conversational interface that translates complex prompts into actionable strategies. This means faster activation, more precise targeting, and campaigns that adapt seamlessly—all while remaining fully aligned with evolving data privacy standards.”
But the work isn’t finished. Seedtag is collaborating with neuroscience researchers to further refine our understanding of human cognition and consumer behaviour, helping to evolve its technology to continue driving measurable impact in a way that benefits users, brands, and publishers alike.
