02 Aug '12, 12pm

Google Spends $400 Million to Purchase Social Marketing Startup Wildfire

Although social media companies are still struggling to figure out how to monetize users, Google recently entered the crowded space by acquiring the advertising startup Wildfire Interactive. Wildfire, which initially launched four years ago, helps brands seamlessly manage social efforts across a variety of websites including: Facebook, Twitter, YouTube, Google+, LinkedIn, and Pinterest. Wildfire’s clients, which include Amazon, Virgin, and Sony, use the service for social ads, page management, analytics, and app development. Since Wildfire currently uses Adaptly to access the Ads API, Google is most likely planning another acquisition in the near future. Jason Miller, a Product Management Director for Google, indicated the acquisition will create new opportunities for Google’s advertising customers: “With Wildfire, we’re looking forward to creating new opportunities for ou...

Full article: http://www.searchenginejournal.com/google-acquisition-wil...

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