With the intention of improving its marketing offerings across social media platforms, Google just announced the purchase of marketing software developer Wildfire Interactive for a reported $250 million. Wildfire offers software that allows marketers to better manage their ad campaigns across social media hubs like Twitter, Google+, Facebook, YouTube, and Pinterest.
While Google’s bread and butter is in its traditional display ad business powered by AdX and DoubleClick, the company has not been able to offer social media ads, until now. With Wildfire, Google can now offer marketers a one stop shop for ad campaigns with both conventional and social ads. Interestingly enough, Wildfire’s specialty is in its Facebook advertising.
Google could benefit directly if marketers continue to value Facebook and its presence in digital media. It’s unclear, however, how Facebook will respond. According to tech experts, removing Wildfire’s presence would send shock waves through Facebook’s own developing platform. So, it’s more likely that Facebook will wait and see just how much Google actually benefits from the Wildfire purchase.
On a side note, there are also alleged reports that Mark Zuckerberg’s sister is an employee of Wildfire. Let the games begin.