Wildfire helps business to run and measure the success of social marketing campaigns across social media platforms including Facebook, Twitter, Pinterest and (importantly for this deal) Google+. Ironically the business founders never intended creating a social media marketing company, however started building the platform after they couldn't find a solution for a marketing problem they had with their travel related website, yet 4 years later they find themselves in a very enviable position. The wildfire acquisition makes sense for Google, further to previous acquisitions such as DoubleClick, who are ensuring that advertisers continue to see them as a one-shop-stop for all of their online advertising needs, be that search, display or social.
It's been a big year for digital M&A and that doesn't look likely to slow down any time soon - the only question is who's up next.
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