The participants in a new race to snap up social marketing technology companies aren’t the usual enterprise software suspects. In the latest wave of consolidation, Facebook Strategic Preferred Marketing Developers (PMD) are buying each other.
Search and social software company Kenshoo this week moved in on Adquant, a social ads platform specializing in mobile apps and games.
Similarly, video ad server Mixpo purchased rich media platform and Facebook PMD ShopIgniter to pave its way into paid social. Social media management platform Sprinklr snapped up Dachis Group and TBG Digital and HootSuite grabbed BrightKit to do the same.
“If you look at the simple fact that more media buying is getting disintermediated and going in house, more social planning and execution is going in house, too,” commented Julie Hopkins, research director at Gartner. “What’s driving it is the increased movement by social providers into the paid media space. You require the paid amplification to get the reach you used to get organically.”
To the casual observer, it may seem like some of the smaller PMDs are waving the white flag and understandably so – social is but one rung on a ladder in a wider portfolio of data management and analytics considering enterprise competitors like Adobe Marketing Cloud.