Social Media Management Platform Wildfire Interactive Acquired by Google
The social media management platform, Wildfire Interactive was acquired by Google last week for an undisclosed amount, but sources close to the transaction say Wildfire was purchased for close to $250 million. Not too bad for a company that was only launched four years ago.
Wildfire Interactive was initially funded in part by Facebook and includes clients such as Amazon, Verizon Wireless and Virgin (Mobile and Airlines). Wildfire helps companies small and large manage their social content, ads, promotions and more across the major social media networks including Facebook, Twitter, YouTube, LinkedIn, Pinterest and Google+.
This social media management platform acquisition is one of several in the past several months. In late May, Oracle paid over $300 million for Virtue and purchased Collective Intellect in early June. Also in June, Salesforce picked up Buddy Media at an astonishing $745 million, which Google was also bidding on. Facebook was also in the running to purchase Wildfire Interactive, but after Google’s missed opportunity to acquire Buddy Media, they came in at the highest bid to ensure a smooth acquisition of Wildfire.
Google plans to integrate the newly acquired social media management platform into its suite of website and ad management tools, including Google Analytics. This adds additional value to Google Analytics and their advertising programs and is Google’s way of ensuring that advertisers continue to go to Google to purchase and manage their PPC display advertisements, even if it isn’t on the Google network.
As giants such as Oracle, Google and Facebook continue to acquire social media management companies, it points to the emphasis these organizations are putting on the importance of social media marketing and display advertising across the social networks for all types of organizations.
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