Social media management platform Hootsuite has acquired AdEspresso, a software-as-a-service solution for Facebook and Instagram advertising, for an undisclosed sum.

AdEspresso is a Facebook global ad partner. It offers an advertising technology solution to help organisations reach audiences of Facebook and Instagram. AdEspresso by Hootsuite will continue as a self-service ads management product that ‘enables organisations to create and managed social advertising campaigns faster and more efficiently.

“Millions of organisations use Facebook advertising to drive the outcomes that matter most to them,” said Blake Chandlee, VP of marketing partnerships at Facebook. “Hootsuites acquisition of AdEspresso, a fast-growing Facebook marketing partner, shows that theres a huge opportunity in building customised services on our open APIs to help each business meet their unique goals.”

Massimo Chieruzzi, AdEspresso CEO, added: “Our mission has always been to deliver an easy-to-use, effective product to our customers that truly reaps results at scale.”

In addition to the acquisition, Hootsuite has launched Hootsuite Ads – to provide organisations with features and optimisation services ‘needed to improve campaign performance and accelerate advertising ROI’.

Ryan Holmes, Hootsuite CEO, said: “Social advertising has become a vital aspect of marketing; companies are looking for ways to reach an active, engaged audience while getting more mileage from content and advertising spend.”