Acquisition Creates ‘First Predictive Omnichannel Marketing Platform’

Sizmek logoOne platform for all marketing needs. Sounds like a dream? Actually, it’s artificial intelligence combined with predictive analytics and marketing automation, says Sizmek in its announcement on Tuesday that it was buying Rocket Fuel for $145 million.

In other words, it’s data and creative inception and delivery, all in one place. Sizmek, the creative optimization and data activation platform, is combining with Rocket Fuel, the “predictive marketing platform that uses AI to anticipate optimal consumer response to messaging.”

Combined, the companies service more than 20,000 advertisers and 3,600 agencies and hope to bring on many more as a result of the deal.

“The acquisition of Rocket Fuel brings omnichannel creativity and AI-enabled decisioning together under one roof, providing our clients with a self-service predictive marketing platform that optimizes campaigns across the entire media plan,” says Mark Grether, executive chairman of Sizmek, in Tuesday’s announcement. “This is the next logical step in marketing automation — media optimization and full creative optimization combined, bringing together the context and the creative for the optimal consumer experience. The result is advertising that is deeply personalized, highly intuitive, and AI-enabled for peak performance, redefining the boundaries of creative possibility and media execution.”

Rocket Fuel CEO Randy Wootton adds his thoughts on how the market may benefit from this deal.

“By integrating with Sizmek, we’re effectively combining the powerful brand-building insights delivered via our Predictive Marketing Platform’s Decision Engine, with Sizmek’s creative optimization platform. This union creates one integrated, full-funnel solution to enable agencies and their brands address key performance objectives across paid, owned and earned media,” he says in the announcement. “This transaction accelerates our global expansion efforts in more than 70 countries, which empowers us to provide agencies and brands with more tools, exceptional service and support worldwide.”

What do you think, marketers?

Please respond in the comments section below.

Heather Fletcher is senior content editor with Target Marketing.
Publish date: July 19, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT