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Amazon Confirms It Will Buy Sizmek, Shoring Up Ad Capabilities

  • Bankrupt ad tech company Sizmek has been selling off assets
  • Acquisition gives Amazon another tool to compete with Google
Amazon.com Illustrations Ahead Of Earnings Figures
Photographer: Gabby Jones/Bloomberg

Amazon.com Inc. is acquiring the core ad-serving technology of bankrupt Sizmek Inc., giving it another weapon to chip away at Google’s dominance in the online ad business.

The deal gives Amazon technology that can help advertisers place spots around the internet and measure their effectiveness, similar to Google’s Marketing Platform, formerly known as DoubleClick. Before it got into financial trouble, Sizmek was seen as a key ad tech player balancing Google’s power in the advertising world. Bloomberg reported the two companies were close to a deal earlier in May.