Google Steps Up Wildfire-DoubleClick Social Integration, Wildfire Stops Taking New Customers

WildfireFoundersGoogle acquired Wildfire back in 2012. The Wildfire Social Marketing Suite helps businesses manage the day-to-day activity of social content and ad management on social networks like Facebook, Twitter, Google+ and Pinterest from one platform.

Last year, Google began integrating the Wildfire technology into the DoubleClick Digital Marketing platform. The initial phase of the integration, completed last year, allowed marketers to see social advertising performance metrics alongside their other digital advertising efforts in the DoubleClick Marketing dashboard. At the time DoubleClick’s Vice President, Display Advertising, Neal Mohan had said it was just the beginning of the Wildfire integration with DoubleClick.

This week Wildfire’s Product Management Director, Victoria Ransom, announced that while the Wildfire’s social marketing management tools will continue to be supported, the team won’t be building new features or signing up new customers. Instead they’ll focus on continuing to integrate Wildfire technology into the DoubleClick ad platform and add “new features that enable marketers to use social insights to improve their marketing campaigns”.

At the time of the acquisition, Wildfire worked with 30 of the world’s top 50 brands with clients such as Amazon, The Gap,  Target and Virgin Atlantic.

Related Topics: Channel: Social Media Marketing | Google | Marketing Tools: Analytics | Marketing Tools: Social Media | Social Media Marketing | Social Media Marketing: Advertising


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.
  • cjemichael

    Hopefully this will mean a few less me-too Facebook competition apps.

  • John Dorean

    This is good news for some of the competitors like thismoment (for Facebook) and Clipster (for YouTube).

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!