News & Information for Technology Purchasers NewsFactor Sites:     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
You are here: Home / World Wide Web / Google Buys Social Marketer Wildfire
Gartner's #1 for endpoint backup
Google Buys Social Marketer Wildfire
Google Buys Social Marketer Wildfire
By Barry Levine / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus

On Tuesday, Google announced that it has purchased four year-old viral marketing firm Wildfire, makers of a platform that helps brand champions manage their marketing efforts across various social sites and media, including Facebook, Twitter, Pinterest, and Google+. These include Web pages, apps, tweets, videos, sponsorships, ads and promotions.

While terms of the acquisition were not disclosed, The Wall Street Journal reported the price was in the neighborhood of $250 million.

In the announcement on Google's Official Blog, Product Management Director Jason Miller said his company, with the Wildfire acquisition, is expecting to create new opportunities for clients to "engage with people across all social services."

Miller said Wildfire fits into the Google environment, which already has services to manage and measure social media marketing -- and is the largest seller of online ads. He pointed to Google Analytics as a leading method for businesses to measure marketing contributions from social sites, the DoubleClick ad platform, and the Google+ social networking site, where brands use third-party tools to manage their pages.

Wildfire has nearly 400 employees and about 16,000 customers, including Amazon, Target and Sony.

The sale of the Redwood City, Calif.-based Wildfire was not unexpected, given that two of its leading competitors, Vitrue and Buddy Media, were also scooped up recently by large technology companies.

Oracle bought Vitrue earlier this year for about $300 million, and in July bought social marketer Involver. bought Buddy Media for about $700 million in June. Google had actually bid on Buddy Media, but lost out.

'Operate as Usual'

In the social media ad space, which is expected to reach more than $8 billion this year, Facebook is the biggest player. With the Wildfire acquisition, however, Google now will be in a better position to facilitate Facebook ads and coordinate them for businesses with other ad buys. It will also allow Google to offer services and tools for brands that want to run extensive campaigns on Google+, such as contests, sweepstakes, and branded games.

For the moment, Wildfire said in a posting on its corporate blog, the company will "operate as usual, and there will be no changes to our service and support for our customers."

The company began in 2008, when co-founders Victoria Ransom and Alain Chuard developed the first Wildfire technology to promote a free trip to fans of the New Zealand-based adventure travel company they owned. In order to run the promotion on Facebook, they discovered, they would need to create an application.

The product, Promotion Builder, grew like, well, wildfire, and in early 2012, the Wildfire company became what it described on its Web site as the "first social media marketing company to have a software platform that integrates directly with Facebook, Twitter, YouTube and LinkedIn."

Tell Us What You Think


Like Us on FacebookFollow Us on Twitter
IT departments are embracing cloud backup, but there's a lot you need to know before choosing a service provider. Learn all the critical things you need to know by accessing the white paper, "5 Things You Didn't Know About Cloud Backup". Access the White Paper now.
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Dairy Queen Latest Retailer To Report Hack
Known for its hot fries and soft-serve ice cream, Dairy Queen just made cyber history as the latest victim of a hack attack. The fast food chain said that customer data at some stores may be at risk.
Lessons from the JPMorgan Chase Cyberattack
JPMorgan Chase is investigating a likely cyberattack. The banking giant is cooperating with law enforcement, including the FBI, to understand what data hackers may have obtained.
Who Is the Hacker Group Lizard Squad?
Are they dangerous or just obnoxious? That’s what many are wondering about the hacker group Lizard Squad, which tweeted out a bomb threat that grounded a flight with a Sony exec aboard.

Enterprise Hardware Spotlight
Intel Intros Lightning-Fast PC Processors
Call it extreme. Intel just took the covers off its first-ever eight-core desktop processor, which is aimed at hardcore power users who expect more than the status quo from their computers.
HP Previews ProLiant Gen9 Data Center Servers
Because traditional data center and server architectures are “constraints” on businesses, HP is releasing new servers aimed at faster, simpler and more cost-effective delivery of computing services.
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.

Mobile Technology Spotlight
iWatch Watch: What Will Apple Ask Us To Wear?
There are still more questions than answers when it comes to details about the smart watch Apple seems poised to debut on Sept. 9. In fact, nobody seems completely sure that it will be a smart watch at all.
Google Successfully Tests Its Own Delivery Drone
While top technology companies are engaged in an "arms race" to develop drones that can quickly deliver goods to anyone anywhere, Google has revealed it successfully tested its own version.
Will iPhone Finally Catch Up with NFC Mobile Payment Ability?
Apple's latest version of the iPhone may have a mobile wallet to pay for purchases with a tap of the phone. The iPhone 6 reportedly is equipped with near-field communication (NFC) technology.

NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.