Facebook PMD Sprinklr acquires TBG Digital


Sprinklr, a Facebook Preferred Marketing Developer, announced Thursday that it has acquired London-based paid social media solution firm TBG Digital. Terms of the deal weren’t disclosed.

Sprinklr CEO Ragy Thomas commented on the acquisition in a blog post:

For more than 10 years, TBG Digital has been a top global social paid solution company and one of the pioneers of social advertising. I’ve known Simon Mansell, the Founder of TBG Digital, for many years and have always been impressed with the talented team he had assembled globally. We’ve shared office spaces in New York and San Francisco for many months now, and know we both share the culture and passion to make our clients successful.

This acquisition makes Sprinklr the world’s first converged media solution that enables brands to seamlessly plan, execute, measure, and optimize their paid activities in the same environment as their owned and earned engagement.

Simon Mansell, TBG Digital’s CEO, discussed the acquisition in a press release:

We’ve worked with some of the most innovative companies in the world when it comes to social. While many companies approached us about converged media, only Sprinklr had the proven ability to convert our domain knowledge into actionable software that can be deployed to thousands of brands globally.

Now that TBG Digital is under the Sprinklr umbrella, here’s a look at what the company can provide, according to Thomas:

  • serves more than 650 enterprise brands
  • processes more than $100 million in annual media spend
  • employs nearly 500 people across the US, UK, France, Germany and Asia
  • supports over 20 social platforms and customer data sources
  • maintains formal relationships with all of the major social platforms including Facebook, Twitter, LinkedIn, and Google.

TBG Digital was once in the PMD program, but was suspended in October 2012 for violating rules related to talking about new product tests. Despite the suspension, TBG Digital pressed on. The company has become a major Facebook ad-buying firm, and Business Insider reports that TBG has received multiple acquisition offers before this.

This has been a big year for Sprinklr, which acquired Dachis Group in February and raised a $40 million round of Series D funding in April.

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