Contextual ad platform Seedtag this week acquired sell-side ad platform Beachfront to expand its business in the growing area of connected television. Financial terms of the deal weren’t disclosed.

With the acquisition, Beachfront’s technology, premium inventory and expertise in CTV advertising will be integrated into Seedtag’s contextual ad tools to give marketers and media buyers a way to deliver privacy-first advertising across multiple channels.

The deal comes as U.S. ad spending on CTV is forecast to grow about 22% from a year ago to $30 billion in 2024, according to researcher eMarketer. With millions of U.S. households connecting their televisions directly to the internet, marketers are shifting their ad dollars toward streaming platforms.

Contextual advertising is an important part of this transition, as Brian Danzis, U.S. managing director at Seedtag, said in this interview with Beet.TV contributor Rob Williams at the Beet Retreat Santa Monica. Beet.TV is republishing the interview to provide more background on Seedtag and its goals.

The acquisition of Beachfront follows Seedtag’s rollout of Contextual TV, a tool that combines artificial intelligence, consumer insights and bespoke creative to help advertisers create more effective CTV strategies.