Seeding Alliance

The company functions as a native advertising network and technology provider embedded in the Ströer Digital Group. It aggregates native and advertorial inventory from a portfolio of publishers and exposes this supply to advertisers and agencies via a managed-service offering and a self-service booking platform. Campaigns and creatives are uploaded, reviewed and distributed across the network using an auction- or bid-based engine optimised for revenue.

Value is created for advertisers and agencies through centralised access to a single network of native placements, simplified workflow for campaign setup and reporting, and performance-focused delivery. Value is created for publishers by turning editorial or native placements into monetisable ad units with programmatic demand from multiple advertisers and centralised controls. The company captures value by taking a margin or take-rate on media spend and by charging fees associated with managed campaign services and platform usage, with the remaining share passed through to publishers.

Seeding Alliance is a German native advertising technology and sales company, now majority-owned by Ströer Digital Group. It operates a programmatic “true native” advertising solution and a self-service booking platform that distribute advertorial and native ad formats across a curated network of online publishers.

The company generates revenue by brokering media between advertisers and publishers: advertisers and agencies pay for native ad campaigns booked via self-service or managed services, while publishers monetise native placements on a revenue-share basis. Its customers are primarily advertisers, performance marketers and agencies buying native campaigns, and publishers seeking additional monetisation beyond display inventory.