Centro has acquired GraphScience, which harnesses customers’ social media data to dynamically create and optimise personalised Facebook ads in real time.

This solution will be added to Centros existing digital advertising platform, which covers research, planning, buying, optimization, reporting and reconciliation, enabling the company to expand into social ads. Initially, this means Facebook specifically, but Centro says the capabilities will be brought to Twitter, Instagram and Pinterest in the future.

“Centro is bringing together a unified platform that allows advertisers and agencies to solve one of the biggest problems in the industry – fragmentation. The addition of GraphScience to our advertising software stack enables Centro to deliver a platform that automates the research, buying and execution of all digital inventory types,” said Shawn Riegsecker, CEO of Centro. “Accessing enhanced social media capabilities on our platform empowers our customers to drive better performance for their digital campaigns, no matter the channel, device, ad unit or buying tactic.”

GraphScience’s employees will join Centro’s San Francisco office, with GraphScience CEO Alicia Policinski serving as managing director of social at Centro.

Centro has not disclosed the financial terms of the acquisition.