Google acquires Wildfire Interactive (social media advertising)

Companies in Relationship

Google, Wildfire Interactive

Deal Facts

Initial Announcement Date: 7/12

Consideration: $350M in cash + $100M in earnouts and retention bonuses (Source: TechCrunch)

Google acquires social marketing software developer Wildfire, which lets companies serve marketing and ad campaigns on Facebook, Google+, Twitter, Pinterest, YouTube and LinkedIn.

Strategic Implications

Wildfire is one of few remaining independent social marketing players with an enterprise client list. Other companies such as Buddy Media and Vitrue have already been acquired.

Here's a blog posting from Jason Miller, a Google product manager: "With Wildfire, we're looking forward to creating new opportunities for our clients to engage with people across all social services... social presence can complement all marketing campaigns—search, display, video, mobile, offline ads and more."

The large retention bonus is intended to motivate Wildfire founders Victoria Ransom and Alain Chuard continue leading the company's 400 employee team.


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