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.

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Facebook acquires mobile data startup Onavo, branches into Israel

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Mark Zuckerberg’s goal to make the world more open and connected got a bit of a boost when Facebook on Sunday acquired Onavo, a mobile application data startup based in Tel Aviv, Israel and Palo Alto, Calif.

Terms of the deal were not discussed. Facebook will move into Onavo’s Tel Aviv office, becoming the social network’s Israel headquarters. It appears that the Onavo team will be integral in the major goal of Internet.org — providing Internet access to those around the world not connected.

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Facebook acquires startup Mobile Technologies, maker of mobile translation app Jibbigo

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Facebook’s mobile push is getting stronger, as the company acquired Mobile Technologies, the team behind mobile (iOS and Android) voice translation app Jibbigo. Terms of the deal were not disclosed.

According to AppData, Jibbigo is the No. 28 highest-grossing iOS travel app.

Facebook will take most of Mobile Technologies’ team and have them work in the Menlo Park, Calif. campus, according to Jibbigo.

Facebook Director of Product Management Tom Stocky confirmed the acquisition in a post:

It has always been our mission to make the world more open and connected. Although more than a billion people around the world already use Facebook every month, we are always looking for ways to help connect the rest of the world as well. Voice technology has become an increasingly important way for people to navigate mobile devices and the web, and this technology will help us evolve our products to match that evolution. We believe this acquisition is an investment in our long-term product roadmap as we continue towards our company’s mission.

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With acquisition of Atlas complete, Facebook looks to improve ad measurement

atlasFacebook COO Sheryl Sandberg shared today on the company’s first quarter earnings call that its acquisition of Atlas from Microsoft closed last week and that she welcomed the team to Facebook today.

Atlas Advertiser Suite is a platform that advertisers and agencies use to plan, manage, track and optimize their digital marketing. Facebook agreed to buy the platform and Seattle-based team from Microsoft at the end of February.

Sandberg said Atlas is important for its measurement capabilities, not its potential to power an ad network, which many have speculated about. She said Facebook has “no plans” to create an ad network to serve Facebook ads on third-party sites. Atlas will continue to be a tool for advertisers to measure the effect of their online ads on Facebook and other platforms.
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Facebook acquires Parse to offer mobile backend services for developers

facebook-parseFacebook today announced an agreement to acquire Parse, a cloud-based platform providing tools for mobile app developers.

Parse offers backend services, data storage, social integration tools and other features to make it easier for developers to build apps across different platforms that scale more efficiently.

Facebook is buying Parse outright, meaning this is more than the typical talent deals Facebook makes. Parse will continue to operate and offer its services. Currently, it has a free model, a $199 model and an enterprise level. The company says there are 60,000 apps integrated with Parse’s platform.

Facebook Director of Developer Products Doug Purdy wrote in a developer blog post today:

“We want to enable developers to rapidly build apps that span mobile platforms and devices. Parse makes this possible by allowing developers to work with native objects that provide backend services for data storage, notifications, user management, and more. This removes the need to manage servers and a complex infrastructure, so you can simply focus on building great user experiences.”

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Facebook hires team behind cross-platform mobile game framework Spaceport

spaceport-logo-platformFacebook has hired the team behind Spaceport, a framework for developers to publish their games across platforms, a company spokesperson tells us. Spaceport also announced the news today on its website.

Spaceport, which is part of Sibblingz, allows developers to create cross-platform games using a single codebase and without Adobe Air, which is known to be slow and unreliable. Instead, Spaceport uses ActionScript. It launched in April 2011.

Sibblingz co-founder Ben Savage and the Spaceport team will join Facebook in the acqui-hire deal. According to LinkedIn, that’s about seven people, but Facebook did not confirm how many new employees it is getting through the talent acquisition. As the social network is not acquiring the company’s technology, the Spaceport platform will continue under co-founder Peter Relan and his team from YouWeb.
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Facebook acquires stealth startup Osmeta

osmeta_128x128Facebook has acquired stealth software startup Osmeta, TechCrunch reports today. The deal was apparently completed last month.

A Facebook spokesperson confirmed the acquisition, but did not offer any additional information. Osmeta did not share an update on its website.

San Francisco-based Osmeta was made up of 19 engineers and led by Amit Singh, who previously worked at Google and started the Chrome OS project. Osmeta was operating in stealth mode, but notes on its site, “We are working on really, really interesting software technology. It’s big.”

In a testimonial on the site, Atlantic Bridge general partner Brian Long says, “The technology they are developing has the potential to be a major driver of change in the software industry, while opening up an enormous market opportunity in one of the industry’s fastest growing and and most dynamic sectors: mobile.”

Facebook acquires Hot Studio design team

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Facebook today announced that it has acquired Hot Studio, a design agency based in San Francisco and New York, to build new tools for brands and businesses on the social network.

According to LinkedIn, Hot Studio has 114 employees. Hot Studio developer Bill Fisher said on Twitter that this is the largest talent acquisition Facebook has ever made. Terms of the deal were not disclosed.

Hot Studio had been working with the social network on a few projects over the past few months, and Facebook says it recognized a fit between the two companies.

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Facebook hires small team behind social startup Storylane

storylaneStorytelling platform Storylane today announced that it is shutting down and the team is joining Facebook as part of a talent acquisition. Facebook is not buying the Storylane product.

Storylane is a community story sharing service and social network where users are prompted to share stories about themselves. Users can follow specific users and topics on the site, which is in part why it has been compared to Medium, the publishing platform recently launched by two of Twitter’s co-founders. Storylane CEO Jonathan Gheller wrote in a blog post about the news today:

“Facebook’s mission of connecting the world has always been at the center of our work, and like our friends at Facebook, meaningful connections are what our team is most passionate about.”

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Facebook agrees to acquire Microsoft Atlas

urlFacebook today announced that it has agreed to buy Atlas Advertiser Suite from Microsoft.

Atlas is a platform that advertisers and agencies use to plan, manage, track and optimize their digital marketing.

The Facebook-Microsoft deal has been anticipated for weeks after AllThingsD reported that the companies were talking in December and Ad Age reported that the acquisition was imminent earlier this month. Facebook did not disclose the terms of the deal, which includes the Atlas software and team, but Ad Age and CNBC sources have said it could be in the $100-million range or likely even less. Microsoft originally bought Atlas in 2007 as part of its $6 billion acquisition of aQuantive.

The social network has positioned the Atlas buy as a way to help advertisers get a more “holistic view” of their campaign performance at varying points in the marketing funnel. Some have wondered whether the acquisition is part of the company’s plans to create an off-Facebook ad network, but the measurement component is perhaps most important for Facebook at this stage. With Atlas, advertisers can manage and measure their campaigns across a number of channels to determine which sites, placements and creative drive different types of engagement and conversions. Facebook says “enhancing these systems will give marketers a deeper understanding of effectiveness and lead to better digital advertising experiences for consumers.”

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