Amazon to buy Sizmek Ad Server in battle for online marketing spend
Amazon is set to acquire Sizmek Ad Server following the adtech company's application for bankruptcy protection.
The tech and retail giant will purchase the product, along with the Sizmek Dynamic Creative Optimization suite, for an undisclosed sum.
The acquisition is the latest move in Amazon's attempts to take on Google and Facebook in the fight for online marketing spend.
Amazon is currently the third-largest player in the field, behind the duopoly's walled garden offerings.
In a post on the Amazon Advertising site commenting on the acquisition, the company said: “Once the deal closes, Sizmek Ad Server and Sizmek DCO will operate separately from Amazon Advertising for the time being
“We look forward to working with the team, and we’ll share more updates as we invent and create new opportunities to better serve our advertisers over time.”
Sizmek was touted as an open, independent alternative to Google and Facebook's platforms, and was a popular buy-side option prior to its fall into administration.
The company entered Chapter 11 in the States in March following a removal of support from its main investors Cerberus Capital Management.