Amazon’s acquisition of the biggest independent ad server outside of Google’s Doubleclick and Ad Manager products will allow them to provide deep attribution data showing exactly which ads drive sales on Amazon.

Kolin Kleveno, svp and head of programmatic at 360i:

This Sizmek acquisition is going to really help them to attribute back everything that runs on their platform and runs through the ad server to be able to attribute back to their own domain. I think that’s an incredible advantage. I think that’s what they were lacking to bring on clients.”

In combination with the new Amazon Attribution Tool and pixel, this is a major evolutionary step for Amazons advertising business and will, over time, make them even more formidable competitors for e-commerce merchant ad dollars.