Amazon to acquire ad tech provider Sizmek to bolster ad opportunities

Anne Freier

In Mobile Advertising. May 20, 2019

Amazon may soon be acquiring advertising tech provider Sizmek as it looks to bolster its advertising opportunities to compete with Google and Facebook.

According to Bloomberg, sources confirmed that the deal could be announced this week.

However, the details on the specifics of the deal are still a bit vague.

Sizmek provides a demand side and data management platform for programmatic ad purchases. The company filed for bankruptcy back in March 2019.

It originally sold some assets to Zeta for $36 million. However, it estimated its assets to be worth up to $500 million.

If Amazon was to acquire the platform it could become a direct competitor to Google’s DoubleClick.

Although Amazon’s ad business is still comparatively small, the company has been ramping up efforts over the last few years.

Recent research suggests that its ad business could grow 50% in 2010 to an 8.8% of the digital ad market. In 2020, Amazon could continue to grow to a 10% share of the market.

The eCommerce giant has been expanding its ad efforts and launched in-app video ads and reward options that publishers can offer to customers earlier this year.