Wildfire offers software that links to Facebook, Twitter, LinkedIn, Pinterest and other social networks, allowing clients to manage their brand and image online. Wildfire clients include Sony and Amazon.
The deal is the latest in a series of social media acquisitions by companies with ties to the software and Internet industries.
Salesforce.com acquired Buddy Media last June for $700 million (569.8 million euros) and Oracle has acquired several social media companies this year, including Involver, Vitrue and Collective Intelect. Google also bought the start-up Meebo for a sum close to $100 million (81.5 million euros) last June.
“There are still plenty of opportunities ig data for advertisers to get their message across on social media,” said Macquarie analyst Ben Schachter. “As more social spaces are being used, like Pinterest, it becomes more and more complicated for companies and brands to navigate within,” Schachter said.
Wildfire should be a good fit for Google because the company specializes in technology that helps advertisers reach consumers online, the analyst added. Founded by Victoria Ransom and Alain Chuard in 2008, Wildfire has about 400 employees and the social marketing power of more than 16,000 companies, including 30 of the world's top 50 brands.
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Google plans to introduce Wildfire into a suite of online advertising services offered through its DoubleClick business.
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