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

Will also disclose media buying fees from suppliers

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.

With the Rocket Fuel acquisition, Sizmek hopes to beef up its services to compete against behemoths like Facebook and Google that control the majority of digital ad spend. However, Rocket Fuel’s controversial history may make marketers uneasy about forking over bigger budgets.

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