Marin Software is to acquire social advertising platform SocialMoov in a deal valued at $18.75m.
The acquisition of the French company which offers Facebook video and Twitter integration aimed at maximising advertising spend, will consist of $8m in cash and $10.75m in Marin shares, with up to $2m in equity set to be granted to SocialMoov employees.
According to Marin Software, the acquisition will help marketers measure, manage and optimise their advertising spend across online and mobile devices.
"Social is the fastest growing segment in online advertising and is essential for both brand and performance marketers," said David A. Yovanno, chief executive officer at Marin Software. "Once the transaction is complete, I believe 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. The SocialMoov team brings a level of expertise in social advertising that will prove invaluable to our research and development moving forward. We are excited to add their social solution to Marin's ad cloud."
SocialMoov was founded in 2011, with a customer-base that has included Lacoste, iProspect, Havas Media and Ubisoft.