Wildfire Integrates Adaptly's Facebook Ad Technology

By David Cohen Comment

Adaptly‘s social advertising and optimization technology has been integrated into the Wildfire Social Marketing Suite, giving marketers on Facebook and other social networks the ability to create, control, and track content via a single interface.

The proprietary technology from Adaptly, which tracks more than 160 social metrics and is aimed at optimizing consumer engagement including likes, comments, and sharing, was added to the suite of tools from Wildfire, which enables marketers to design, publish, and manage content on Facebook and other social networks.

Wildfire said the Adaptly integration is currently available only to a limited number of beta customers.

The two companies singled out Facebook’s sponsored stories in their announcement, saying the combination of their technologies enables brands to be more effective at engaging Facebook users.

They added that the combination will allow marketers to:

  • Specifically target their most valuable audience segments, as well as discover new audiences.
  • Drive fans to engage with brand content, enhancing the performance of social promotions, pages, and news feed messages.
  • See a real-time view of advertising, page, and campaign metrics in one interface.
  • Optimize advertising across multiple social networks.

Wildfire Chief Executive Officer Victoria Ransom said:

Integrating a brand’s ads with its content is key to maximizing engagement through social media, yet powerful ad management had been a missing piece from social marketing software suites. We are delighted to partner with Adaptly to bring their innovative advertising optimization technology to our customers.

We evaluated many solutions in the market, and Adaptly was the clear leader, with a best-in-class technology that is science-based, data-driven, and results-focused. Adaptly is fully aligned with Wildfire’s philosophy of developing highly scalable software solutions that automate social marketing processes to generate maximum impact at the lowest cost and effort for customers.

Adaptly Chief Executive Officer Nikhil Sethi added:

At Adaptly, we’ve been focusing on building a powerful social ad platform, spanning Facebook, Twitter, Linkedin, and StumbleUpon. We are excited to partner with Wildfire, to bring together paid, owned, and earned media. Integration of our proven ad optimization technology with Wildfire’s results-driven platform allows brands to both improve the customer experience through smarter, more relevant advertising and drive significantly better results.