Ad tech company Sizmek has confirmed it has entered a “definitive agreement” with Rocket Fuel to acquire the predictive marketing platform in a deal worth approximately $145 million.

The buyout will see a merge of analytics driven by artificial intelligence and creative media optimisation in a move to create a major data activation platform for brands and agencies to power performance of their campaigns.

Sizmek’s executive chairman, Dr. Mark Grether, believes the move is the “next logical step” in improving customer experience through marketing automation as the merge brings in both context and the creative to the platform.

“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,” he explained.  

Combining their resources, Sizmek and Rocket Fuel will service over 20,000 advertisers and 3,600 agencies to audiences in more than 70 countries. The deal will speed up Rocket Fuel’s global expansion, allowing the company to provide its offering worldwide.

Its chief executive officer, Randy Wootton, is confident the acquisition fuses the best of what the companies offer.

“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 commented.

The transaction is expected to close in the third quarter of the year, subject to regulatory approvals and conditions.