Sizmek kills Rocket Fuel brand as it completes acquisition

Adtech firm Sizmek has today completed its $145 million acquisition of Rocket Fuel, the AI marketing platform, dumping the brand as it forms one of the world’s largest independent buy-side platforms.

Mark Grether, previously the company’s executive chairman, has been named CEO, while Randy Wootton, who had been the CEO of Rocket Fuel since 2015, will become a special advisor to Sizmek.

Combined, the companies will service more than 20,000 advertisers and 3,600 agencies to global audiences in over 70 countries.

“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 Grether.

“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.”