Syncapse will acquire search and social ads company Clickable, the latest in a string of deals involving offerings pitched to helping large brands engage Facebook, Twitter and other social environments. Clickable CEO will not have an executive role in the new company, but will stay involved as a strategic advisor. (press release)
Syncapse bills itself as a “social performance management” platform for global brands. Its product suite includes tools for social publishing, community moderation, data management, and measurement. With Clickable, an early player in social ads and one of Facebook’s first wave of API partners, it imbibes a mature paid media tool.
The deal is reminiscent of Buddy Media’s acquisition of social ads platform Brighter Option in Feburuary, prior to which it did not have a “paid” offering. Two months later Buddy Media announced its sale to Salesforce. The other significant recent deal involving a social marketing platform, Oracle’s purchase of Vitrue, does not include a significant ad platform. Late last year, Adobe bought Efficient Frontier, which came with social brand platform Context Optional.
Acquiring Clickable will grow Syncapse’s headcount to more than 200 and grow its presence in Asia, including through an R&D center in Gurgaon, India. More importantly, it will add enterprise clients, including WPP and IPG agencies, as well as brands such as Ann Taylor, Etsy, and Medco.
“One of the core questions for leading global media agencies is how we plan, predict, and demonstrate social ROI across paid, owned, and earned media,” said Colin Sutton, U.S. director, social media at OMD Word, in a press release statement. “That is why there is a growing need for advanced technology partners to overcome these complex challenges, and deliver greater client value through a more complete understanding of investments and performance.”
Post acquisition, a number of senior Clickable execs will take on new roles with Syncapse. Chief Operating Officer Dave Fall will be chief product officer at the acquiring company. Sandeep Sahi, former engineering leader from Clickable and Microsoft, joins Syncapse as SVP engineering, and managing director of India operations.
By Zach Rodgers
