Zeta Global is acquiring Sizmek for a reported $40 million.
Sizmek is a notable ad-tech company that struggled to stay profitable and recently filed for bankruptcy protection.
After Sizmek filed for bankruptcy last month, many ad-tech observers wondered what would happen to it. It turns out, a new owner is lined up. Sizmek, which provides advertisers with ad-server technology, has struggled in the shadow of Google and a bumpy acquisition of ad-tech firm RocketFuel.Zeta Global has already acquiredDavid Steinberg, CEO of Zeta Global, said the firm started approaching Sizmek the day after it declared bankruptcy. The acquisition is under court review until a hearing takes place on April 29.
He estimated that the deal would cut data costs for agencies by 20% to 25% because advertisers won't be paying third parties for data, though the firm will not be cutting off access to outside data sources.
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