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
cmo-xs-promo

Latest Videos

More Videos

Introducing Branch's mobile referrals https://branch.io/referral/

Bruce Ma

How this ecommerce upstart is building its brand proposition

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in