Amazon Buys Sizmek Ad Tools

Amazon has agreed to acquire the Ad Server and DCO personalization tools of bankrupt ad tech company Sizmek. The buy, whose terms were not disclosed, boosts the online retail giant's rapidly growing advertising business.

Sizmek, then the world's largest independent buy-side advertising platform, filed for Chapter 11 protection in March, and has since arranged the sale of its data management and demand-side platforms to lifecycle marketing tech firm Zeta Global for $36m. Amazon says it shares many customers with Sizmek, and knows the value to them of the software it's buying. The two units will continue to operate separately from the rest of the online giant's business for now.

DCO (Dynamic Creative Optimization) uses data to develop personalized ads, which are then distributed across web properties by Ad Server - the tools should add momentum to Amazon's already formidable entry into a digital ad market dominated by Facebook and Google. Among the benefits, the buy should allow its advertisers to improve targeting, create and optimise their own ads, and will offer reporting and attribution options. Ads might be tailored according to geography, stock prices and even local weather. In addition, firms in sectors like travel and restaurants that don't sell products on Amazon will now be able nevertheless to use its data and target its users.

Quoted on www.cnbc.com Ratko Vidakovic, founder of ad tech consultancy AdProfs, says the Ad Server was probably the most valuable part of Sizmek's assets, followed closely by its contextual targeting division Peer39 which has yet to find a new home.

Web site: www.sizmek.com .


Pictured: Sizmek CEO Mark Grether

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.