Google has bought California-based social media marketing company WildFire for a reporte $US250 million.
WildFire, founded in 2008 by New Zealander Victoria Ransom and former New York banker Alain Chuard, employs approximately 400 people and has around 16,000 customers, including Pepsi, Audi, American Express and Nestlé.
The company will be integrated into Google's display advertising offering, which features DoubleClick and AdX-change, combining it with social media marketing.
"The ultimate goal is better and fresher content, and more meaningful interactions," Google's product management director Jason Miller said.
The purchase price has not been disclosed by WildFire or Google, but All Things Digital speculated it could be $US250 million, with further rewards for employees.