So there's competition for the duopoly but only from the third tech platform, Amazon. The fact that Sizmek couldn't remain alive as an independent ad server should worry the entire market. But it's not. In a few years, industry may well regret its myopia. But that's too long-term for most. Beyond that, fuelling frenzy among bidders is the seller’s oldest trick. But an Amazon deal could accelerate its push into Google’s turf, especially as Google pushes in the opposite direction, last week unveiling more shopper ad products. That move is a direct response to Amazon’s increasing share of product searches and its own slowing ad growth.

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