Sizmek Is Shutting Down the Rocket Fuel Brand to Focus on Ad Transparency

Will also disclose media buying fees from suppliers

Sizmek said its moves will instill more trust and transparency for advertisers about how they purchase digital ads. Getty Images

After acquiring ad-tech company Rocket Fuel for $145 million in July, Sizmek is folding Rocket Fuel’s brand and said it will start disclosing the fees included in media buying to instill more trust and transparency for advertisers about how they purchase digital ads.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
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