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

Google 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.