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Google falls for Web2.0 smoke signals from Wildfire

Snaps up start-up to dunk brands in even more social goo

Internet Security Threat Report 2014

Google has bought Web2.0 marketing startup Wildfire for an undisclosed sum.

In explaining the acquisition, the company said that it wants to do a better job of managing brands across social networks.

Mountain View's product management director Jason Miller said in a blog post announcing the takeover:

The ultimate goal is better and fresher content, and more meaningful interactions. People today can make their voices heard in ways that were previously impossible, and Wildfire helps businesses uphold their end of the conversation (or spark a new one).

New Zealand-based Wildfire has 400 employees on its books and claims 16,000 customers that include 30 of the top 50 brands.

Up to now, the outfit has wrapped much of its work around the world's most successful social networking site: Facebook. It's unclear if that will continue now that Wildfire has been gobbled up by Google. ®

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