Optimization and data activation platform, Sizmek Inc., completed its acquisition with Rocket Fuel Inc. allowing the latter’s clients to receive the same service. However, Rocket Fuel brand will cease to exist in the coming months.
The acquisition has aligned Sizmek’s creative optimisation and data activation capabilities with Rocket Fuel’s AI-powered predictive marketing platform. The partnership is said to offer agencies and its brands access to a more integrated, full-funnel solution that addresses key performance objectives across the entire media lifecycle.
Following this, Sizmek’s Executive Chairman Mark Grether, has been named CEO. His role will remain the same, as he continues to spearhead the execution of Sizmek’s strategy and growth as the premier independent adtech company. Randy Wootton, who had been the CEO of Rocket Fuel since 2015, will become a special advisor to Sizmek, working with both Sizmek and Rocket Fuel teams throughout the transition period in order to ensure it is seamless.
“Sizmek’s unique ability to centralise data components in one place, across the entirety of the media plan, combined with Rocket Fuel’s AI-enabled decisioning provides our clients with robust data on the campaign, the consumer, the context, the creative, and the cost. Together, our renewed focus on data enablement, creative optimisation, and media execution means we can deliver advertising that is deeply personal, precisely when it matters most to a consumer,” said Mr Grether.
Combined, the companies service more than 20,000 advertisers and 3,600 agencies to global audiences in over 70 countries. Additionally, Sizmek’s footprint will be expanded as well, with Rocket Fuel’s engineering, sales talent and service teams around the world.
“We are constantly prospecting new ways to reach and impact key audiences. The integration of Sizmek and Rocket Fuel will create enhanced product offerings and enable us to truly optimise campaign performance,” added Erica Schmidt, Executive Vice President, Managing Director, North America, Cadreon.