Amazon announced on Friday, 31st of May, that it will buy Sizmek’s ad server business and dynamic content optimization (DCO) solution. This deal follows a two-month sales review since Sizmek declared bankruptcy back in March, 2019.

Following its bankruptcy, Sizmek’s liquidated assets are recognized for how beneficial they can be. The platform’s scale and server offering is a direct contender to Google’s Marketing Platform.

Sizmek and Amazon Advertising have many mutual customers. So we know how valued these proven solutions are to their customer base. Sizmek has been searching for a buyer for Sizmek Ad Server and Sizmek DCO, and we are both committed to continuing serving their customers at the high standards they’ve come to expect. Stated Amazon in their official announcement.

This deal would give Amazon the second-largest ad server footprint, trailing Google. It would also present huge opportunities for Amazon’s advertising ambitions and the prospects for the independent ad tech ecosystem.

Rumors surfaced that the ecommerce leader has approached major agency groups in the past month. As they searched for prospects of an Amazon-owned ad server. Amazon needed that early groundwork in place before moving on a deal for the Sizmek ad server because the company needs agency support to keep Sizmek’s accounts from fleeing to independent alternatives.

Once the deal closes, Sizmek Ad Server and Sizmek DCO will operate separately from Amazon Advertising for the time being.