Hootsuite buys AdEspresso, adds onboard Facebook/Instagram ad management

From the AdEspresso website

Hootsuite stepped up its ad game this week, announcing the acquisition of online ad tool AdEspresso — and the launch of the AdEspresso-based Hootsuite Ads.

The newest Hootsuite Ads, Senior Director of Business and Corporate Development Richard Hungerford told me, replaces a “lighter” ad management tool in the platform and provides on-platform management of Facebook and Instagram ads for the first time.

Most of the social media management platform’s ad capability had previously been offered through integrations with six partner companies, he said, one of which had been AdEspresso.

The acquisition, which provides the basic technology underlying Hootsuite Ads, will still continue as a standalone business operation, providing services for the creation, management and optimization of Facebook/Instagram ads.

Hootsuite will also continue its partnership with the other five adtech providers. Hungerford said the platform can conduct ad campaigns on other social networks through the partners.

Compared to other social platforms offering onboard ad management, he said, Hootsuite Ads’ differences include a more robust optimization, higher returns on investment and an easier-to-use interface, which is based on AdEspresso’s.

Here’s a screen shot from the Hootsuite website of Hootsuite Ads:

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About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.