People-based creative optimisation and data activation platform Sizmek has announced it has entered into a definitive acquisition agreement with predictive marketing platform Rocket Fuel.
Under the terms of the agreement, an affiliate of Sizmek – backed by Vector Capital – will commence a tender offer for all of the outstanding shares of Rocket Fuel common stock for US$2.60 per share in cash, which represents valuing the company at around $145 million.
The acquisition brings together two of the world’s most respected names in advertising technology to create one of the largest independent marketing platforms built for agencies and brands.
Collectively, Sizmek and Rocket Fuel service more than 20,000 advertisers and 3,600 agencies to global audiences in over 70 countries.
Mark Grether, executive chairman of Simzek, said the acquisition of Rocket Fuel will provide its clients with a self-service predictive marketing platform that optimises campaigns across the entire media plan.
“This is the next logical step in marketing automation-media optimisation and full creative optimisation combined, bringing together the context and the creative for the optimal consumer experience,” he said.
“The result is advertising that is deeply personalised, highly intuitive, and AI-enabled for peak performance, redefining the boundaries of creative possibility and media execution.”
Rocket Fuel CEO Randy Wootton said the union creates one integrated, full-funnel solution to enable agencies and their brands address key performance objectives across paid, owned and earned media.
“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,” he said.
Upon completion of the transaction, Rocket Fuel will become a privately-held company. The transaction, which is expected to close in the third quarter of 2017, is conditioned upon satisfaction of a minimum tender offer condition, regulatory approvals and other customary closing conditions.
