Amazon has agreed to buy part of ad tech company Sizmek, including its ad server, CNBC.com reported on Friday. Amazon said that it agreed to buy Sizmek Ad Server and Sizmek Dynamic Creative Optimization, which is a tool that helps personalize ads using data. Amazon said its own advertising unit, Amazon Advertising, and Sizmek “have many mutual customers.” The two Sizmek units will operate separately from Amazon Advertising for the time being. Sizmek filed for chapter 11 protection in March, listing its assets at between $100 million and $500 million. In April, Zeta Global said it had agreed to buy Sizmek’s data management and demand-side platforms for up to $36 million. Sizmek also owns Peer39, which provides contextual targeting tools.
