Adit & Arc Corp, which runs the AI-based Instagram organic-view advertising service Adit, said on Monday it raised seed funding from Mashup Ventures, Kakao Ventures, Base Ventures and BZCF.

The company said Adit finds and connects brands with digital magazines and creators that fit brand products, campaign goals and key targets. Content is produced in feed, short-form and story formats tailored to each media outlet. More than 70 Instagram digital magazines are currently in its network, and brand campaigns are being run across sectors including fashion, beauty and food and beverage.

Adit is presenting the concept of Feed Engine Optimization, or FEO, to optimise how brands and content are discovered within feeds and recommendation algorithms. It is focusing on turning the organic-view advertising market into a measurable structure.

Instead of relying on follower counts or past views, it analyses content topics, user reactions and brand fit using AI models. It is also focusing on improving matching accuracy between brands and media outlets by building a data set of campaign performance from directly executed campaigns.

Adit & Arc CEO Hyung-bin Choi (최형빈) said Adit has identified the importance of feeds and recommendation algorithms at the point of contact between brands and consumers and is developing its own analysis models and data-based solutions. He said the company will use the investment to strengthen its brand and media network and grow into a media company that expands K-content and K-culture globally.