Following the news that Amazon would acquire mobile ad company Sizmek’s Ad Server, Ycor, the parent company of Weborama which provides data science services, has decided to top the bid.
Sizmek originally filed for bankruptcy in March 2019. Since then, multiple companies have expressed an interest in acquiring its assets.
In early June, Amazon made an offer for the company’s Ad Server as well as Creative Dynamic Optimisation technology, both of which Ycor has now placed a higher bid on as it plans to establish an independent advertising unit.
“Obviously, we are conscious that, given how incommensurate Amazon’s resources are, it can bring “David versus Goliath” to mind,” said Alain Lévy, CEO of Weborama and Partner at Ycor. “Today, we make a financial commitment, taking into account what is at stake for the industry as a whole: prevent the advent of a duopoly. We do believe that no one should turn a blind eye on Sizmek Ad Server being possibly acquired by a global platform – be it Amazon or another. Choice must prevail.”
Ycor outbid Amazon as it believes that the industry needs an independent, neutral and transparent Ad Server player.