TECHNOLOGY

New bidder emerges for Sizmek ad platform

BY Dan Berthiaume

Amazon may have its efforts to buy technology from a Google Marketing Cloud competitor partially stymied.

Ycor, the parent company of European data marketing firm Weborama, says it will outbid Amazon for the ad server platform from bankrupt digital advertising technology provider Sizmek Inc. The ad server solution enables companies to place online ads and measure their performance.

Sizmek filed for Chapter 11 bankruptcy protection on March 29. On May 31, Amazon announced it had signed an agreement to purchase the ad server and Dynamic Creative Optimization (DCO) platforms from Sizmek for an undisclosed sum. The DCO platform allows users to create personalized ads at a large scale.

Alain Levy, CEO of Weborama and partner at Ycor, painted an altruistic picture of his company’s plans to prevent Amazon from acquiring the Sizmek ad server platform.

“Obviously, we are conscious that, given how incommensurate Amazon’s resources are, it can bring ‘David versus Goliath’ to mind,” said Lévy. “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.”

Teaming up with Sizmek, Weborama says it will provide marketers and agencies with an independent alternative, powered by dedicated cutting-edge technologies.

When Sizmek filed for bankruptcy, the company estimated the value of its assets to be $100 million to $500 million. Marketing/CRM technology provider Zeta Global Holdings Corp. has purchased some of Sizmek’s assets for $36 million. Amazon has not publicly responded to Ycor’s bid or Levy’s commentary.

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