Facebook Ad Measuring Firm Brighter Option Acquired

In the US, social media software specialist Buddy Media has acquired London-based social ad monitoring firm Brighter Option, to enable it to help marketers and agencies create, monitor and measure their Facebook campaigns. Terms of the deal were not disclosed.

Buddy Media - which is backed by WPP - helps clients launch, maintain and measure social media presences 'in any country and in any language'. In August, the firm raised $54m for its global expansion and acquisition plans, and in May, it bought social media analytics firm Spinback.

Through its latest acquisition, Buddy Media will integrate Brighter Option's proprietary SAM (Social Ad Manager) segmentation and ad targeting tool into its own solution, to enable users to create, analyze, track and measure their Facebook ad campaigns in real-time.

Andrew Craven, CTO and co-founder, Brighter Option, comments: 'By combining Buddy Media's social software suite with Brighter Option's audience insights and ad platform, we can bring a complete social marketing solution to the market. We're tremendously excited by the possibilities this acquisition presents us for developing powerful, complete, and easy to use software for social marketers.'

As part of the transaction, WPP's marketing technology company 24/7 Real Media will use the software to power its Facebook ads.

Web sites: www.buddymedia.com and www.brighteroption.com .