Amazon has completed the purchase of part of ad tech company Sizmek, including its ad server and dynamic creative optimisation unit. Details were confirmed on Friday, May 31.

In the weeks running, Sizmek has been selling off parts of its business as part of recent bankruptcy proceedings, including Zeta Global purchasing Sizmek’s demand-side platform for an estimated $36 million.

Sizmek’s ad tech current includes its ad server and dynamic creative optimisation unit, a tool which assists in personalising ads using data. Announcing the acquisition, Amazon said its own advertising platform (Amazon Advertising) and Sizmek “have many mutual customers” and that both areas will operate separately for the time being.

This deal comes at a period when Amazon is looking to up its market game against Google and Facebook. With both parties hosting a number of ad tech offerings, the acquisition of Sizmek’s assets will no doubt Amazon further “encroach” on Google’s and Facebook’s ad businesses.

“Sizmek has been searching for a buyer for Sizmek Ad Server and Sizmek DCO, and we are both committed to continuing serving their customers at the high standards they’ve come to expect,” said Amazon in a statement.

Sizmek filed for Chapter 11 bankruptcy in March. In a voluntary petition filing, the company estimated its assets at between $100 million and $500 million.