The ad tech rollup is real, and its name is Sizmek.
On Tuesday, the 18-year-old company revealed its intent to buy public ad tech company Rocket Fuel for $145 million.
If the purchase finalizes, Sizmek’s acquisition spree (excluding the earliest iterations of its evolving stack) will round out to about five companies acquired in less than three years.
Like Oath, which bolted years’ worth of technology acquisitions from AOL and Yahoo under parent Verizon, Sizmek, now owned by private equity firm Vector Capital, faces some of the familiar integration and go-to-market challenges.
Here’s how it got to where it is today.
Down Memory Lane
1999 Sizmek originates as the rich-media ad server Eyeblaster.
2010 Eyeblaster rebrands as MediaMind – a company focused on digital ad delivery and dynamic creative.
2011 Texas-based DG, a content management and distribution platform, acquires MediaMind for $414 million in cash and stock to combine with its broadband distribution network Unicast. Shortly after, it acquires rich-media company EyeWonder for $66 million.
2012 DG purchases a semantic technology tool for programmatic platforms called Peer39 for $15.5 million.
2013 This is a big one. DG offloads its TV assets to Boston-based Extreme Reach for $485 million in a bid to reduce its debt – and ramp up its digital capabilities.
2014 DG officially rebrands as Sizmek and doubles down on as a public digital marketing and advertising solutions provider. Sizmek goes on an ad tech shopping spree of its own, snapping up mobile tracking tool Aerify.
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