Special Reports

Rocket Fuel's exit highlights complexities of ad tech business models



Login or Register to Download Complete Special Report

After billions of dollars in venture capital investment and initial public offerings (IPOs), a fragmented advertising technology (ad tech) sector is maturing and consolidating. On July 18 ad serving vendor Sizmek announced it would acquire programmatic ad-buying specialist Rocket Fuel (Nasdaq: FUEL) for $145 million, including debt. In 3Q16 Sizmek was acquired by private equity firm Vector Capital for $122 million. By integrating Sizmek and Rocket Fuel assets, Vector Capital looks to assemble a formidable contender against Google, which has largely cornered the ad serving market via DoubleClick.

Back to top