Sizmek completes acquisition of Rocket Fuel

The deal creates world’s largest independent buy-side platform built for agencies and brands.

Sizmek Inc., the largest people-based creative optimisation and data activation platform delivering impressions that inspire, has announced the completion of the acquisition of Rocket Fuel Inc., an industry leading predictive marketing platform. While Rocket Fuel clients will continue to receive the same superior technology and service, the Rocket Fuel brand will cease to exist in the coming months.

The acquisition creates the largest independent buy-side platform, offering agencies and brands a richer set of products at a global scale. Aligning Sizmek’s creative optimisation and data activation capabilities with Rocket Fuel’s AI-powered predictive marketing platform will provide clients with a full buy-side stack to optimise campaigns and maximise ROI across their entire media plans in real time. As a result, agencies and their brands will have access to a more integrated, full-funnel solution that addresses key performance objectives across the entire media lifecycle.

Sizmek also announced that Mark Grether, previously the company’s executive chairman, 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,” said Mark Grether, CEO at Sizmek.  “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.”

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,” said Erica Schmidt, Executive Vice President, Managing Director, North America, Cadreon. “The integration of Sizmek and Rocket Fuel will create enhanced product offerings and enable us to truly optimise campaign performance.”

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