Facebook SPMD Brand Networks acquires PMD Optimal

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Brand Networks, a Facebook Strategic Preferred Marketing Developer, announced recently that it has acquired Optimal — a Facebook Preferred Marketing Developer — in an effort to expand Brand Networks’ social advertising capabilities. Brand Networks acquired Optimal for $35 million.

Optimal recently won acclaim from Facebook, earning the top prize in Facebook’s PMD Innovation Competition with its Open Signals product, which takes into consideration several factors when managing an ad campaign.

Currently, Optimal is the only company that is both a Twitter Ads API partner and a Facebook Exchange qualified PMD in ads, apps and insights. The company was also one of the first two partners in LinkedIn’s Sponsored Updates partner program — giving Brand Networks much more power throughout all social channels.

Brand Networks CEO Jamie Tedford welcomed Optimal to the family:

I’m incredibly excited to partner with Rob and to welcome the Optimal team to Brand Networks. The industry is moving towards consolidation of social marketing and advertising spend and deeper integration with fewer trusted partners that have achieved scale. The combination of Brand Networks and Optimal delivers this for our clients and the platforms we serve.

Optimal CEO Rob Leathern discussed this newest partnership:

My team and I are all thrilled to be joining forces with Brand Networks. We share a customer-centric and innovation-driven culture and vision, focused on delivering deeply integrated solutions to the world’s leading brands and agencies. Brand Networks has built a powerful stack of data-driven social tools, and Optimal has been recognized as the best self-service ads platform in our space. We recently achieved profitability, and look forward to continuing our strong growth both domestically and internationally.

Leathern will join Brand Networks as the company’s Chief Product Officer, leading product innovation. The Optimal self-service ads and analytics platform will continue to be supported. Optimal’s San Francisco headquarters will become a branch of Brand Networks’ West Coast offices. Optimal’s New York City team will join Brand Networks in their office.

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