Google turns Wildfire buy into DoubleClick social features

06/4/2013 | Advertising Age (tiered subscription model)

Google is turning its Wildfire acquisition last year into social features for the DoubleClick Digital Marketing platform. "The first Wildfire and DoubleClick integration is really around attribution, incorporating social engagement on a brand's social [accounts] into where brands are already used to looking at the results from all of their digital marketing efforts," said Neal Mohan, Google's vice president of display advertising.

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