Open omnichannel ad management company Sizmek has agreed to acquire Rocket Fuel, a predictive marketing platform that uses AI, for $145m (£111m) – or $2.60 per share in cash.

Together, Sizmek and Rocket Fuel service more than 20,000 advertisers and 3,600 agencies to audiences in over 70 countries. The combination of the two will bring together Rocket Fuel’s AI-powered predictive analytics with Sizmek’s creative optimisation and data activation.

“The acquisition of Rocket Fuel brings omnichannel creativity and AI-enabled decisioning together under one roof, providing our clients with a self-service predictive marketing platform that optimises campaigns across the entire media plan,” said Mark Grether, executive chairman of Sizmek.  “This is the next logical step in marketing automation–media optimisation and full creative optimisation combined, bringing together the context and the creative for the optimal consumer experience. The result is advertising that is deeply personalised, highly intuitive, and AI-enabled for peak performance, redefining the boundaries of creative possibility and media execution.”

The transaction is expected to close in the third quarter of this year, as long as all conditions are met, at which point Rocket Fuel will become a privately-held company.