Facebook Marketing Companies Combine As Brand Networks Acquires Optimal For $35M

By David Cohen 

HighTechHandshakeIntegrated social software solutions and digital marketing services provider Brand Networks announced its acquisition Wednesday of Optimal, a software-as-a-service platform for real-time ad buying and optimization and analytics for Facebook and other social networks, in a transaction valued at $35 million.

BrandNetworksLogo304The companies said the combination of Brand Networks’ brand marketing and integrated management of paid, earned, and owned media with Optimal’s automated buying, optimization, and analytics offerings provide a comprehensive solution for brands marketing on Facebook, Twitter, LinkedIn, and Google Plus.

Optimal Founder and CEO Rob Leathern will become chief product officer for Brand Networks, leading the integration of the two companies’ products.

Optimal’s San Francisco office will become Brand Networks’ West Coast hub, while New York-based Optimal employees will move to Brand Networks’ SoHo office.

Brand Networks Founder and CEO Jamie Tedford said:

I’m incredibly excited to partner with Rob and to welcome the Optimal team to Brand Networks. The industry is moving toward consolidation of social marketing and advertising spend and deeper integration with fewer trusted partners that have achieved scale. The combination of Brand Networks and Optimal delivers this for our clients and the platforms we serve.

OptimalLogo304Leathern added:

My team and I are all thrilled to be joining forces with Brand Networks. We share a customer-centric and innovation-driven culture and vision, focused on delivering deeply integrated solutions to the world’s leading brands and agencies. Brand Networks has built a powerful stack of data-driven social tools, and Optimal has been recognized as the best self-service ads platform in our space. We recently achieved profitability, and look forward to continuing our strong growth both domestically and internationally.

Readers: Do you think we will continue to see consolidation in the Facebook and social marketing and advertising sector?

Handshake image courtesy of Shutterstock.