The battle for the advertising technology market is not over. After Amazon announced the signing of an agreement to acquire the ad server and DCO (Dynamic Creative Optimisation) tools of the advertising technology company Sizmek, Weborama has turned the tide.
The company's parent company, Ycor, has decided to outbid Amazon for Sizmek's technology in a move aimed at avoiding a duopoly in the advertising market.
Although the financial terms of the deal have not been disclosed, some American media outlets have reported that Amazon has reportedly put around $30 million on the table , a figure that Weborama has now reportedly raised.
In a statement, Alain Lévy, CEO of Weborama and partner at Ycor, pointed belgium phone number out the danger of an acquisition by Amazon, as “its immeasurable resources” could turn the industry into a “David versus Goliath.”
“Today we are making a financial commitment taking into account what is at stake for the industry: avoiding a duopoly. We believe that no one should be left out of the acquisition of Sizmek’s ad server by a global platform, be it Amazon or any other. The choice must prevail,” the executive added.
The company also refers to the need for an “independent, neutral and transparent” player in the industry that is an alternative to the dominant offerings.
Since Sizmek entered into bankruptcy last March, its assets have been broken up and two of them, the company's DMP and DSP, were acquired at the end of April by Zeta Global after paying 36 million dollars.
, the most profitable is its ad server, which generated revenues of $80 million last year, representing a year-over-year increase of 10%.
Furthermore, Sizmek's ad server is a direct rival to Google's Marketing Platform (formerly known as DoubleClick) and if acquired by Amazon, the advertising technology market would be concentrated in the hands of the two major digital empires, Google and Amazon, a situation that Weborama now seeks to avoid.