Amazon has made the move to officially acquire Sizmek’s Ad Server, the bankrupt ad technology company in an effort to cement its advertising options and compete more effectively against Google and Facebook.
The specifics of the deal were not disclosed. Sizmek previously sold its demand side platform and data management platform to Zeta Global Holdings for $36 million.
The company filed for Chapter 11 bankruptcy in the US in March 2019. It’s assets have been estimated to be between $100 million to $500 million
Amazon also acquired Sizmek’s Dynamic Creative Optimisation, a technology designed to help personalise data-based ads.
The eCommerce company added that its very own Amazon Advertising unit already has mutual customers with Sizmek and thus is aware of the value the tech solution provides.
For the time being, both the Sizmek Ad Server and Dynamic Creative Optimisation will continue to be operated independently from Amazon Advertising.