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Social enterprise software company Buddy Media has acquired Brighter Option in a move that extends the company’s services to include paid Facebook ads.

London-based Brighter Option is a Facebook Ads API partner that provides social ad management software.

It is offered as a self-serve tool and enables marketers and agencies to create, monitor, optimise and measure highly targeted Facebook advertising campaigns.

Last quarter, the company managed more than 92.5bn impressions for more than 291 advertisers in 42 countries.

Buddy Media said that social advertising is the largest growth area of online advertising, predicted to grow to $8bn in 2012 and increasing to $10bn by 2013.

Of this, Facebook advertising is the largest, with more than $3.2bn in advertising revenue and 27.9% of all display advertising in the US last year.

Buddy Media’s European MD Luca Benini said the acquisition came about after its clients indicated they wanted to be able to manage their social and digital programs using one software suite.

“Brands need more visibility into all of their social programs in one solution; now they will be able to manage paid, earned and owned media within the Buddy Media social marketing suite.”

Benini said that Brighter Option’s software would be integrated into the existing Buddy Media product suite in the next few weeks and vice versa, so customers of both brands would be able to utilise the combined offering.

The acquisition is Buddy Media’s second buyout in the past 12 months following the purchase of social commerce and analytics leader Spinback last May.

Benini said the company planned to continue its aggressive global expansion to meet market needs. 

We continue to grow organically, via acquisition and via partnership. That will not change. We believe in agile software development, and push new code every week, in addition to three major product releases per year.

David Moth

Published 27 February, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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