Seedtag ANZ has appointed Mark Brownie and Daniel Macinante as commercial and trading directors, respectively.
Brownie will focus on launching and growing the Seedtag business in Australia and New Zealand following its acquisition of JustEggs earlier this year.
Macinante will lead and develop trading strategies across the Antipodes, focusing on optimising contextual advertising solutions.
Both will be beased in the Sydney office and report directly to Nik Kontoulas, Seedtag’s ANZ MD and former CEO and Founder of JustEggs.
As commercial director ANZ, Brownie brings 20 years of media experience and long-standing industry relationships.
He has a deep understanding of the evolving digital landscape and recognises the vital role of contextual advertising in client addressability, especially with the increasing focus on privacy compliance.
Before this role, Mark spent three years as general manager of digital revenue at News Corp Australia and four years in New York as global VP of commercial strategy for Storyful, a News Corp business. He also has extensive experience in startups and scaling businesses in digital media.
“Contextual advertising has never been more important for marketers,” said Brownie.
“In a time where privacy-centric strategies aren’t just innovative, they’re necessary, Seedtag brings the most sophisticated and effective contextual advertising platform to Australia. To be a part of such an incredible and established global company, and being trusted to launch and scale it in the Australian market is both humbling and exciting.”
Macinante brings a deep understanding of media sales and programmatic advertising, along with a proven track record of success.
With over nine years of experience in the media industry, he has built a reputation for driving results and innovation. Macinante swiftly progressed to leadership roles at News Corp Australia, where he held the position of group sales director for independent agencies.
Macinante’s passion for independent agencies is well-known across the industry, and he has consistently championed their value. As a dedicated member of the Independent Media Agencies of Australia (IMAA), he has played an active role in advocating for these agencies.
“Contextual advertising is rapidly becoming a cornerstone of the digital marketing ecosystem, and I’m eager to bring my expertise to Seedtag to help shape the future of this space in Australia,” stated Macinante. “With the increasing importance of privacy-first solutions, contextual advertising will be crucial in providing brands with the tools they need to connect with audiences in a meaningful, non-intrusive way.”
“As we aim to scale and enhance our privacy-first solutions across APAC, the invaluable expertise of Mark and Daniel will be essential,” said Dal Gill, VP of new markets at Seedtag.
“I’m confident that our unique contextual advertising solutions are significantly helping ANZ brands and publishers achieve their advertising goals while addressing the need for privacy-first, scalable targeting.”
Headquartered in New York City and Madrid, Seedtag has a global team of over 600 people with offices in EMEA, LATAM, North America, and APAC. In July 2024, Seedtag entered the ANZ market with the acquisition of JustEggs, an Australian-owned creative intelligence business. Strengthening its presence in the APAC market, Australia and New Zealand now benefit from Seedtag’s privacy-first advertising solutions that reach consumers based on their real-time interests at scale.
At the core of Seedtag’s success is Liz, its proprietary contextual AI technology, optimised for advertising across screens. Powered by machine learning and computer vision, Liz analyses contextual signals to gain a nuanced, human-like understanding of content. At an unmatched speed, it aligns ads with people’s current interests, processing millions of articles in a day. With over 10 years of development, Liz is a sophisticated platform that offers clients and agencies an innovative, privacy-compliant approach to audience targeting that remains unaffected by evolving technology and regulatory changes.
