Content, Ads Integrated into One Social Solution

Adaptly has integrated its social advertising and optimization technology with Wildfire's social marketing suite of software, both companies recently announced.

Adaptly's proprietary technology aggregates more than 160 social metrics from a brand's earned and owned channels; analyzes the impact of paid media on earned media in real time, and continuously refines the content of ads and their target audiences to reach the most qualified social users and drive ongoing engagement at the lowest cost.

Wildfire's toolset for designing, publishing and managing brand content through social media are used by more than 10,000 customers, including big-time brands such as Facebook, Amazon and Target.

The integration will give marketers unified control over the combined effect of paid, earned and owned social media to maximize consumer engagement such as likes, comments and the sharing of content. Wildfire is the first vendor to bring this self-optimizing technology to the broad market through a completely integrated social marketing solution.

The integrated ad management capability is currently available to a limited number of Wildfire beta customers that have already experienced significant results. For example, beta customers' "People talking about this" metric on Facebook - one of the most powerful measures of fan engagement - rose on average by an order of magnitude during their campaigns.

Beta customers also saw significant cost improvement, on average more than doubling the size of their fan base while beating their goal for cost per fan by 49 percent