Observed Signal · May 17, 2019 · M&A · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Amazon Near Buy of Sizmek Ad Serve Tech
Amazon is reportedly nearing the acquisition of Sizmek’s Ad Serve technology to bolster its digital advertising business. Sizmek had recently undergone insolvency proceedings, and its assets are valued between $100 million and $500 million, with a portion already acquired by Zeta Global Holdings. The Ad Serve technology directly competes with Google Marketing Platform, and industry observers expect the deal to strengthen Amazon’s position against dominant players in the online ad market. Doug Rozen, Chief Media Officer of the agency 360i, suggested the move could shift the market away from a Google-Facebook duopoly. The article notes Sizmek’s Ad Server as a rival platform and references Ad Age sourcing. In 2019’s first quarter, Amazon’s “Other” revenue segment grew 34% to $2.7 billion, and eMarketer places Amazon at about 8.8% of the US digital ad market, with global digital ad revenues projected to exceed $14 billion for the year.
Potential industry impact as Amazon contemplates acquiring Sizmek's Ad Served tech, signaling competitive shifts in AdTech amid Sizmek's insolvency.
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Key Takeaways & Evidence Grounding
- Amazon reportedly negotiating to acquire Sizmek's Ad Serve technology.
- Sizmek had insolvency proceedings; assets valued between $100M-$500M; part acquired by Zeta Global Holdings.
- Ad Serve technology competes with Google Marketing Platform.
- Doug Rozen of 360i commented on the potential shift away from a duopoly.
- Amazon's Q1 2019 'Other' revenue grew 34% to $2.7B; US digital ad market share ~8.8% per eMarketer; worldwide digital ad revenue forecast >$14B in 2019.
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