Google adds social advertising startup Wildfire to its ad tech stack

On the heels of other social advertising startup acquisitions, Google on Tuesday announced that it has purchased Redwood City, Calif.-based Wildfire, saying that social marketing can complement the other online advertising services Google already provides.

Yet another social media management startup is off the market. Google today announced that it has purchased the Redwood City, Calif.-based Wildfire, which helps marketers manage their campaigns and presence on Facebook, Twitter and other social media platforms.

In a blog post, the tech giant said the four-year-old company founded by Victoria Ransom and Alain Chuard would be joining Google to build out the stack of services it offers advertisers. Wildfire’s social advertising capabilities will ultimately complement and integrate with services from Admeld (which has helped serve ads in Facebook’s social apps), DoubleClick (which lets advertisers run and measure ads across social sites) and of course, Google’s own social platform, Google+.

“Indeed, a social presence can complement all marketing campaigns—search, display, video, mobile, offline ads and more,” Jason Miller, product development manager, said in the post.

The purchase, which was reportedly in the neighborhood of $250 million comes on the heels of Salesforce’s nearly $800 million acquisition of social advertising startup Buddy Media and Oracle’s (ORCL) decision to buy Vitrue, as well as rival Involver. Google was reportedly interested in buying Buddy Media but, according to tech blog AllThingsD, Buddy Media was more confident that Salesforce could actually close the deal given that regulators would give close scrutiny to any deal involving industry-giant Google.

Google’s purchase of Wildfire leaves just a few independent social media management platforms remaining, including Hearsay Social and Hootsuite.

In a post over on its own site, Wildfire, which has raised about $14 million in venture funding, said the company has grown to include more than 400 employees and 16,000 customers in the past four years. Interestingly, in thanking its partners (such as Twitter, LinkedIn, Pinterest and Google+), the company gave a special call out to Google arch rival Facebook.

“Were it not for the social media revolution that you have all helped to create, Wildfire would not even exist,” the company said. Going forward, it will be very interesting to see how Facebook chooses to work with Wildfire, which has historically been a very close partner of Facebook’s.

Ahead of Facebook’s IPO, Ransom told the Mercury News that she saw a future in which Wildfire’s workforce had grown into the thousands, with “a darn good chance” that it will have gone public.  Funny how things change.

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Android Advertising - A New Booming Advertisement Method of Mobile Advertising

These days, usage of mobile phones has become a necessity and a common staple in our lives. With the growing popularity among the consumers, people are using mobile phones for various purposes than just for communication. Mobile phones are used as a source of information, various entertainment opportunities and also for socialising purposes. The new range of Android-based phone has initiated a hot trend among the consumers that has extended the usage far beyond than just regular mobile internet access.

These Android applications are used for task organizing and various other purposes including mobile marketing. With a variety of useful advertising applications, Android mobile advertising applications encourage the users to click and learn more about the product or service. Today, Android is an industry leader in mobile advertising and helps thousands of marketers to reach numerous prospective clients through Android advertising campaigns.

Recently, the Android platform for mobile phones has become a popular mobile phone advertising operating system worldwide. Based on a free and open source software system, Android advertising campaigns can be easily implemented on various mobile devices on a variety of networks connecting numerous users. While the Android platform is still considered to be in its infancy, its success across the world has opened up a new era for its growth while encouraging the marketers to use these applications to advertise on different hand-held devices.

Fortunately, the mobile phone advertising has been supported from different SEO marketing leaders including the Google. Recently, based on consumer feedback and opinions certain reports state that, it is a feasible and fast way to advertise on Android through mobile format website ads. These specially designed ads are particularly for the mobile browsers and work flawlessly just as the advertising ads on a computer browser.

In 2009, new features of Android advertising have been introduced by Google in the sector of mobile marketing. One such exciting feature is the materialization of in-app advertisements involved in mobile marketing method. The specially designed applications are exclusively for the mobile devices and provide all sorts of information and entertainment for users of the Android operating system while advertising the products.

Apart from the simple Android based ads there are various types of multi-panel banners as well. These banners can animate multiple ads together along with full screen expandable ads while including some video files for advertisement. Android advertising offers a number of feasible options for the users. Hence, it is easy for the users to choose any of the advertising options for their business to advertise successfully among the clients.

Roo Sadegi is a marketing specialist based in London. He spends much of his time writing and advising on new marketing and mobile technology.

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