Google Picks Up Wildfire, Along With Loads of Facebook Data

Startup brings with it potential wealth of social intelligence

When Oracle bought the social marketing management company Vitrue, and Salesforce followed by purchasing Vitrue-rival Buddy Media a few weeks later, most observers considered the moves the beginning of a social media services acquisition spree. They weren’t wrong. Wildfire is the latest social marketing software firm to get snatched up—for a reported $250 million—but arguably the bigger news is who’s doing the acquiring: Google.

The deal hasn’t closed yet, so it remains to be seen what will happen to Wildfire, and how much of the company Google actually ends up owning.

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