Amazon set to buy Sizmek ad tech business

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Amazon are close to an agreement to acquire advertising tech company Sizmek out of bankruptcy – putting the marketplaces advertising business in a stronger position against the competition with Google, says Bloomberg.

According to two people who’re briefed on the deal, the buy out could be announced as soon as this week.

In March, Sizmek has been selling off business assets as part of the bankruptcy proceeding.

Sizmek’s Ad Server is designed to help advertisers strategically locate ad places on the web and measure their effectiveness. The company directly competes with Google’s Marketing Platform, formerly known as DoubleClick.

Amazon advertising is still catching up with the size of Google’s ad business. However, Amazon is growing faster than Google. Amazon’s Q1 earnings saw their adverting revenue grow 34% to $2.72 billion. In the same period, Google’s advertising business saw a 15% advertising revenue increase, marking the slowest growth rate since 2015.

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