Brand Networks US$50m Shift acquisition largest in social ad tech space to date

Social marketing and advertising technology vendor also reveals new programmatic social marketing technology to help advertsiers measure and predict paid and organic social programs

Social marketing and advertising vendor, Brand Networks, has handed over US$50 million to acquire fellow social platform player, Shift, making it the largest deal in its category to date.

The pair made the announcement last week and also revealed a new proprietary and programmatic social marketing technology, RelevanceRank. Using algorithmic logic, the technology is designed to help advertisers measure and predict the performance of paid and organic content across Facebook, Twitter and LinkedIn social media platforms, which can then to be used to surface targeted and relevant content in real-time.

Brand Networks said it will also leverage Shift’s integration with Facebook’s ad serving and measurement network, Atlas.

According to Brand Networks founder and CEO, Jamie Tedford, Brand Networks and Shift have nearly identical DNA and will provide a bridge between organisational and data silos as well as marketer’s ability to action content.

“Social marketing has evolved to become equal parts art and science. Simply providing workflow for content publishing and ads is table stakes today,” he stated. “The new challenge for marketers is to unlock the power of data to achieve true relevance – getting to the right person with the right content, at the right time, on the right device.”

In the statement announcing the acquisition, Altimeter Group industry analyst, Jessica Groopman, said the deal is reflective of marketers moving away from disparate, single point providers for marketing and ad technology and the focus on more integrated offerings.

“Converging paid, earned and owned social media efforts in one platform is no longer a ‘nice-to-have’ for marketers, it’s a business imperative,” she commented.

“The move by Brand Networks to acquire Shift aligns well with how the industry is evolving based on marketers’ needs to balance cross-functional efficiency with personalisation at scale – and consumers’ increasing demands for always-on relevance.”

As part of the deal, Shift co-founder and CEO, James Borow, joins Brand Networks as chief product officer. Combined, the two companies have more than 250 employees across 12 countries including Australia.

Brand Networks said its platform will also now power more than $500m in social advertising spend for 650 of the world’s better known brands and agencies including Interpublic Group, WPP, American Express, AT&T and Unilever.

451 Research analyst, Scott Denne, labelled the Brand Networks and Shift deal the largest in the social advertising category so far and said it is indicative of the first stages of consolidation in the space.

Other standalone players competing in this part of the ad tech market include Marin Software, Kenshoo, Acquisio and SearchForce.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

If creative, media and technology were bedfellows

It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.

Jason Dooris

CEO and founder, Atomic 212

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

loved the Qantas airline and hyundai one

Furqan Bin Rizwan

10 examples of virtual reality marketing in action

Read more

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

Latest Podcast

More podcasts

Sign in