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Google buys Wildfire for $250m

Google is looking to expand its advertising business with the acquisition of online marketing start-up Wildfire for the sum of $250m.

US-based website Wildfire helps companies manage social media accounts across a range of social networks including Facebook, Twitter and LinkedIn, as well as online marketing campaigns. The platform allows brands to manage their pages, apps, tweets, videos, sponsorship, ads and promotions, from a single website.

Founded in 2008, Wildfire has approximately 400 employees and works with more than 16,000 companies including Unilever, Virgin and Pepsico.

According to reports, Google is expected to integrate the company into its DoubleClick online advertising subsidiary. Google’s Q2 financial statement revealed that revenues jumped 35% year-on-year to $12.21bn, thanks to online advertising. The bulk of Google’s revenues still come from advertising, contributing $10.52bn to its overall revenues.

“The ultimate goal is better and fresher content, and more meaningful interactions,” says Google product management director Jason Miller, in a blog post. “People today can make their voices heard in ways that were previously impossible, and Wildfire helps businesses uphold their end of the conversation.”

“With Wildfire, we’re looking forward to creating new opportunities for our clients to engage with people across all social services,” he adds. “We believe that better content and more seamless solutions will help unlock the full potential of the web for people and businesses.”

“We believe that over time the combination of Wildfire and Google can lead to a better platform for managing all digital media marketing,” Wildfire co-founders Victoria Ransom and Alain Chuard wrote in a blog post on their website. “Wildfire will operate as usual, and there will be no changes to our service and support for our customers.”

This latest acquisition follows a string of companies investing in social-media marketing companies, including Salesforce’s $689m acquisition of social media marketing platform Buddy Media in June.

Jenni Baker, London