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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

fdgfd www.google.com

Caroline Natalia

How WW shifted physical engagement to virtual success in 5 days

Read more

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Blog Posts

9 lessons from 7 months of relentless failure

The most innovative organisations embrace failure. Why? Because it is often through failing the most creative out-of-box thinking happens. And with it comes vital learning opportunities that bring new knowledge and experience into teams.

Jacki James

Digital product lead, Starlight Children's Foundation

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

Sign in