Google Winds Down Social Media Acquisition Wildfire
- Monday, March 17th, 2014
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Google has begun winding down social media marketing company Wildfire, which it bought for a reported sum of $350m (£210m) in 2012.
Wildfires Social Marketing Suite product will “continue to be supported,” according to a blog post by product management director Victoria Ransom, “but further investments will be limited: we won’t be building new features or signing up new customers”.
Business Insider reports that Wildfire has contacted its clients, which include Amazon, Cisco, and Gap, to tell them they will no longer be serviced from the end of 2015. 
Instead, Wildfire says it is focusing on integrating its products into Googles ad technology platform Doubleclick. Google first announced that this was coming last June, which suggests that this was always the plan.
