Hootsuite ramps up ad capabilities acquiring AdEspresso

Hootsuite, a social media management platform, has acquired AdEspresso, a solution for Facebook and Instagram advertising.According to the company, with this acquisition Hootsuite now sits at the nexus of more than US$500 million in annualised social spend, providing organisations the ability to effectively engage with customers across paid, earned, and owned social media.AdEspresso is a Facebook global ad partner, offering one of the leading advertising technology solutions to help organisations reach an audience of over a billion people on Facebook and Instagram.The announcement is coupled with the launch of Hootsuite Ads, which provides organisations with enterprise-grade features and optimisation services needed to improve campaign performance and accelerate advertising ROI. AdEspresso by Hootsuite will continue as a self-service ads management product that enables organizations to create and manage social advertising campaigns faster and more efficiently.With this acquisition and Hootsuite’s existing social advertising partner ecosystem, the company now offers the an extensive range of flexible social advertising solution.“Millions of organizations use Facebook advertising to drive the outcomes that matter most to them,” said Blake Chandlee, VP of marketing partnerships at Facebook. “Hootsuite's acquisition of AdEspresso, a fast-growing Facebook Marketing Partner, shows that there's a huge opportunity in building customized services on our open APIs to help each business meet their unique goals.”“Our mission has always been to deliver an easy-to-use, effective product to our customers that truly reaps results at scale,” said Massimo Chieruzzi, CEO of AdEspresso.“Social advertising has become a vital aspect of marketing; companies are looking for ways to reach an active, engaged audience while getting more mileage from content and advertising spend. With AdEspresso, we’re bringing our users a simple, powerful, battle-tested solution that delivers measurable ROI,” said Ryan Holmes, CEO of Hootsuite.