Close
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
Read Down
Sign in
Close
Welcome!Log into your account
Forgot your password?
Read Down
Password recovery
Recover your password
Close
Search
Logo
Logo
  • Latest News
  • Big Data and Analytics
  • Cloud
  • Networking
  • Cybersecurity
  • Applications
  • IT Management
  • Storage
  • Sponsored
  • Mobile
  • Small Business
  • Development
  • Database
  • Servers
  • Android
  • Apple
  • Innovation
  • Blogs
  • PC Hardware
  • Reviews
  • Search Engines
  • Virtualization
More
    Home Cloud
    • Cloud

    Google Integrates Wildfire Social Marketing With Other Platforms

    By
    Todd R. Weiss
    -
    March 17, 2014
    Share
    Facebook
    Twitter
    Linkedin
      social media

      Google bought the Wildfire digital marketing platform back in 2012 and has maintained it as a separate unit since then, but now Google will integrate Wildfire into other existing corporate platforms.

      The announcement was made by Victoria Ransom, Wildfire’s product management director, in a March 13 post on the Wildfire by Google Blog.

      “In 2012, Wildfire joined Google with the aim of helping businesses improve their digital marketing across all channels, including social marketing,” wrote Ransom. “Together, our goal has been to help marketers bring together insights from their social campaigns alongside insights from the rest of their digital marketing. Last June, we took an important first step towards this goal by starting to build Wildfire technology right into our ad technology platforms.”

      Since that time, the decision has been made to push that integration further, she wrote. “The Wildfire Social Marketing Suite, which helps businesses manage their posts and content on social networks like Facebook, Twitter, Google+ and Pinterest, will continue to be supported, but further investments will be limited: we won’t be building new features or signing up new customers. Our focus will be on integrating Wildfire’s technology with our ad technology platform and building new features that enable marketers to use social insights to improve their marketing campaigns.”

      In June 2013, Google bolstered its DoubleClick digital advertising and marketing platform with some key upgrades, including a new ad campaign manager and social media integration with Wildfire. The new features were aimed at helping online advertisers use digital media more effectively and successfully, according to Google.

      The first part of the improvements was the replacement of the former DoubleClick for Advertisers interface with a new DoubleClick Campaign Manager, which Google called the biggest upgrade to the platform’s core ad server in the 15 years since it was begun. The new social media features have been added to the DoubleClick platform through integration that’s being built using Wildfire’s social media platform, which Google acquired in 2012.

      Google often updates its ad platforms and services to help improve them for digital marketers.

      In September 2013, Google launched a new DoubleClick for Advertisers (DFA) Academy to provide more advice and self-paced training for its DoubleClick advertising service customers to reap even better results from their online ads in Google Search and elsewhere. The online academy provides help for general questions as well as more detailed, specific inquiries. The online DFA Academy is a self-paced learning path designed to guide users through core help articles and online training courses. It is designed around “checklists” that participants can use to mark their progress and new competencies before moving on to the next lessons and skills.

      The lessons cover the basic core curriculum, including DFA Fundamentals eLearning and certification, as well as details on how to implement a new DFA account or advertiser, wrote Payne. Also detailed are topics such as using and troubleshooting tags, creatives and more, as well as information for expert users through the DFA Personal Trainer for Advanced Users.

      The advanced topics include details on integrations with DoubleClick Bid Manager and Google Tag Manager, as well as other features. Lessons on tips and best practices for trafficking DoubleClick Rich Media in your DFA account are also included to help users get as much from their DoubleClick investments as possible, wrote Payne.

      Google acquired DoubleClick after making a $3.1 billion bid for the company back in 2007. DoubleClick provided digital ad and search leader Google with plenty of new firepower, including the ability to serve graphical display ads in addition to the company’s text-based links.

      DoubleClick’s technology lets advertisers and publishers deliver ads once they have agreed to terms, and provides statistics relating to those ads. Privacy and Internet advocates were not happy about the acquisition of DoubleClick and its approval by the Federal Trade Commission at the time; they cited concerns that it would give Google too much power over the data around search.

      When DoubleClick was first on the market in 2007, reports circulated that Microsoft, Yahoo and AOL were also interested in buying the company, according to an eWEEK article.

      Todd R. Weiss
      As a technology journalist covering enterprise IT for more than 15 years, I joined eWEEK.com in September 2014 as the site's senior writer covering all things mobile. I write about smartphones, tablets, laptops, assorted mobile gadgets and services,mobile carriers and much more. I formerly was a staff writer for Computerworld.com from 2000 to 2008 and previously wrote for daily newspapers in eastern Pennsylvania. I'm an avid traveler, motorcyclist, technology lover, cook, reader, tinkerer and mechanic. I drove a yellow taxicab in college and collect toy taxis and taxi business cards from around the world.

      MOST POPULAR ARTICLES

      Big Data and Analytics

      Alteryx’s Suresh Vittal on the Democratization of...

      James Maguire - May 31, 2022 0
      I spoke with Suresh Vittal, Chief Product Officer at Alteryx, about the industry mega-shift toward making data analytics tools accessible to a company’s complete...
      Read more
      Cybersecurity

      Visa’s Michael Jabbara on Cybersecurity and Digital...

      James Maguire - May 17, 2022 0
      I spoke with Michael Jabbara, VP and Global Head of Fraud Services at Visa, about the cybersecurity technology used to ensure the safe transfer...
      Read more
      Applications

      Cisco’s Thimaya Subaiya on Customer Experience in...

      James Maguire - May 10, 2022 0
      I spoke with Thimaya Subaiya, SVP and GM of Global Customer Experience at Cisco, about the factors that create good customer experience – and...
      Read more
      Cloud

      IGEL CEO Jed Ayres on Edge and...

      James Maguire - June 14, 2022 0
      I spoke with Jed Ayres, CEO of IGEL, about the endpoint sector, and an open source OS for the cloud; we also spoke about...
      Read more
      Cloud

      Yotascale CEO Asim Razzaq on Controlling Multicloud...

      James Maguire - May 5, 2022 0
      Asim Razzaq, CEO of Yotascale, provides guidance on understanding—and containing—the complex cost structure of multicloud computing. Among the topics we covered:  As you survey the...
      Read more
      Logo

      eWeek has the latest technology news and analysis, buying guides, and product reviews for IT professionals and technology buyers. The site’s focus is on innovative solutions and covering in-depth technical content. eWeek stays on the cutting edge of technology news and IT trends through interviews and expert analysis. Gain insight from top innovators and thought leaders in the fields of IT, business, enterprise software, startups, and more.

      Facebook
      Linkedin
      RSS
      Twitter
      Youtube

      Advertisers

      Advertise with TechnologyAdvice on eWeek and our other IT-focused platforms.

      Advertise with Us

      Menu

      • About eWeek
      • Subscribe to our Newsletter
      • Latest News

      Our Brands

      • Privacy Policy
      • Terms
      • About
      • Contact
      • Advertise
      • Sitemap
      • California – Do Not Sell My Information

      Property of TechnologyAdvice.
      © 2022 TechnologyAdvice. All Rights Reserved

      Advertiser Disclosure: Some of the products that appear on this site are from companies from which TechnologyAdvice receives compensation. This compensation may impact how and where products appear on this site including, for example, the order in which they appear. TechnologyAdvice does not include all companies or all types of products available in the marketplace.

      ×