Although Oakley Capital does not appear in the top Spanish advertising companies invested, it is the Private Equity with the largest investment in the sector in Spain. This is because on September 14, 2021, it made an investment in Seedtag, a Madrid-based advertising company that uses artificial intelligence technology to understand the tastes of consumers and be able to focus more efficiently the efforts of its clients' campaigns.
As shown in the investment analysis carried out by Baker Tilly, later stage investments are becoming increasingly relevant, demonstrating a certain consolidation in the market. In turn, half of the investments in this type of stage are made by Spanish firms, with English firms, such as Oakley Capital, having the second largest presence.
Seedtag is the third company invested by Oakley Capital in 2021, being Dexters, an English real estate agency, and Idealista, a Spanish real estate company, the other two companies invested. In total, the English firm has made 32 investment operations, three of which have been to Spanish companies, as seen, Idealista and Seedtag and ACE Education. On the other hand, it has made 31 acquisitions, the latest being the purchase of PRIMAVERA Business Software Solutions, a Portuguese company that develops business management tools.
As for the strategy followed by Oakley Capital, it can be seen that in investment matters it focuses mainly on companies related to real estate platforms. It focuses, in turn, on European companies currently and it seems that it wants to increase the number of investments for the following years, having grown its operations considerably in this 2021. Similarly, it is expected to continue to focus on technology companies.
With regard to the world of advertising, we highlight that it is committed to investing in the future of advertising, as it invests in companies dedicated to AdTech (Advertising Technology) such as Seedtag. As shown in the investment analysis of the AdTech sector carried out by Baker Tilly, this type of company has become more relevant in the last year, helped to a large extent by the global pandemic. This is because companies have realized that they need to better focus their advertising efforts on digital media in order to reach more consumers, and AdTech companies offer the perfect tools for this.
Finishing, we conclude that Oakley Capital invests in companies with a future and with a considerable technological application. In the same way, we deduce that the number of operations will increase, having clear that the target companies are European and that Spain is a good location to invest due to its high level of new companies with great projection in the technological world.
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