Google acquires Wildfire Interactive (social media advertising)
Companies in Relationship
, Wildfire Interactive
Initial Announcement Date:
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.
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.
October 2013 -- Google's DoubleClick will be able to use Facebook Ad Exchange (FBX) to sell advertising through the DoubleClick Bid Manager (formerly known as Invite Media). DoubleClick advertisers will be able to target Facebook users based on their visits to webpages outside of Facebook.
March 2014 -- Wildfire will stop signing up new customers as Victoria Ransom posts that Wildfire technology is being integrated into the Google adtech platform. Wildfire's tenure as a "preserved" entity is coming to an end.
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