Google Acquires Social Ad Manager Wildfire

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Companies may now manage their advertising campaigns on Facebook, Pinterest, and Twitter using a service owned by Google.

The search giant announced it had agreed to acquire social media marketing startup Wildfire in a blog post on Tuesday. Details of the acquisition weren't disclosed, though sources tell All Things D that the purchase price is around $250 million.

Wildfire helps its 16,000 customers, including Sony, Verizon and Amazon, manage social media campaigns, content and advertising across social platforms.

Companies that fit a similar social media genre have been a hot commodity lately. Oracle has agreed to acquire two such startups, Vitrue and Collective Intellect, this summer, and Salesforce agreed to buy Wildfire competitor Buddy Media for $745 million in June.

Google's latest acquisition target would round out its advertising offerings with an extensive social marketing option.

According to a blog post on its site, Wildfire will continue its work as usual with its clients and partners after the acquisition.

"For now, we remain focused on helping brands run and measure their social engagement and ad campaigns across the entire web and across all social services — Facebook, Twitter, YouTube, Google+, Pinterest, LinkedIn and more."

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2 Comments

  • Lisa Wheeler

    Great article and great title! So exciting to see
    the partnership of Wildfire and Google! Can’t wait to see how this will affect
    platforms for managing all digital media marketing. Any thoughts on who will be
    the best of social platforms 2.0? Pinfluencer? Pinleague?

     
     

  • James Spinosa

    Can't say that I agree with this acquisition - Wildfire is very dependant on Facebook and I can't imagine Facebook will want to continue to work that closely with a subsidiary of Google.