Amazon this week confirmed that is acquiring the Sizmek adserver together with the DCO capabilities. Amazon said they have signed an agreement on May 31 to acquire Sizmek Ad Server and Sizmek Dynamic Creative Optimization (DCO).
Sizmek says that becoming a part of Amazon allows Sizmek Ad Server and Sizmek DCO to continue serving clients. In March, this year, Sizmek filed for bankruptcy with over 64 million dollars in claims.
In April, this year, Sizmek sold separately the DSP (Rocket Fuel) to Zeta Global for 36 million.
According to Amazon, once the deal closes, Sizmek Ad Server and Sizmek DCO will operate separately from Amazon Advertising for the time being.
What does this mean for advertisers?
- First, advertisers using Sizmek do not have to worry if the service will stop.
- Google is planning to discontinue DCM, bringing all capabilities to DV360. Advertisers that want to have an independent ad server from Google, can bring their ad serving to Sizmek.
- Amazon can develop DCO with Amazon data, connecting retail and demographic data with creative optimization.
- Amazon would be able to leverage more data insights based on Amazon customers, providing insights to the advertisers to whom and where the ads are beings served.
What does this mean for publishers?
For now little or nothing, however, adserving is the foundation of programmatic. Amazon can develop a solution for publishers where are able to connect header bidding + direct sales. A competitor for Google Ad Manager.