It’s stock soared. Then fizzled. Then fell to earth, never to return to its early stratospheric heights. And in the next few months, the RocketFuel brand will disappear altogether as Sizmek completes its acquisition of the former programmatic star.

According to a statement from Sizmek this morning, Mark Grether, its former executive chairman, will become CEO of the merged entity. Grether is the co-founder and former global COO of WPP’s Xaxis, where he grew that business into one the largest programmatic media companies in the world, capturing more than $1 billion in revenue in just five years.

The RocketFuel brand meanwhile will cease to exist in the coming months and former RocketFuel CEO Randy Wootton will become a Special Advisor to the company which usually means his desk will be placed by the quietest exit and someone will eventually order him an Uber.

In its statement, Sizmek, which paid $145 million for RocketFuel claimed the acquisition creates the largest independent buy-side platform in the world.

The benefit to brands, said a company spokesperson, comes from aligning Sizmek’s creative optimization and data activation capabilities with Rocket Fuel’s AI-powered predictive marketing platform to create a full buy-side stack.

Combined, the companies service more than 20,000 advertisers and 3,600 agencies to global audiences in over 70 countries.  Additionally, Sizmek’s footprint will be expanded as well, with Rocket Fuel’s engineering, sales talent and service teams around the world, according to the company statement.

In APAC for instance, the Sizmek-RocketFuel merger creates an organisation with a 150 strong workforce.

According to Grether, “Sizmek’s unique ability to centralize data components in one place, across the entirety of the media plan, combined with Rocket Fuel’s AI-enabled decisioning provides our clients with robust data on the campaign, the consumer, the context, the creative, and the cost.”

“Together, our renewed focus on data enablement, creative optimization, and media execution means we can deliver advertising that is deeply personal, precisely when it matters most to a consumer,” he said.

Previous post

Retailers aren't the only ones who should be worried by Amazon

Next post

Russian Hacking: Facebook didn’t do it, nobody saw them, you can’t prove anything

Join the digital transformation discussion and sign up for the Which-50 Irregular Insights newsletter.