Advertising software vendor Marin Software agrees to buy SocialMoov

February 6, 2015 10:34 AM

Digital marketing firm Marin Software is buying social advertising platform SocialMoov in a deal worth up to $18.75 million—$8 million in cash and $10.75 million in shares of Marin’s stock.

The deal, which is expected to close in middle of this month, will bolster Marin’s social advertising tools, a Marin spokeswoman writes in a blog post.

“Marin customers will now be able to combine social campaign data with complementary data sets from their search and display campaigns, allowing advertisers to more accurately create, target and convert audience segments across the web,” she writes.

While Marin already offered tools to let marketers measure and manage their ad spending across the web, including social media, it was lacking SocialMoov’s expertise on using Facebook video ads, Twitter’s application programming interface—which links the vendor’s platform with Twitter ads—and technology that synchronizes social advertising with TV ads, Marin CEO David A. Yovanno says.

“The combination of SocialMoov and Marin Software will push our social offering to the forefront and strengthen our ability to target audiences across search, display and social channels,” he says.

SocialMoov counts JustFab Inc., No. 118 in the Internet Retailer 2014 Top 500 Guide, and Lacoste among its online retailer clients.

Marin also says it expects SocialMoov, which is based in France, will strengthen its international presence.




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