Buddy Media acquires Brighter Option to bring ad management to software suite

Social media management software company Buddy Media acquired Facebook Ads API partner Brighter Option as a way to provide a comprehensive software package for marketers, the company announced today.

Buddy Media now offers Facebook ad creation and optimization tools along with its social publishing, moderation, analytics and application software. The company says it chose to acquire London-based Brighter Option over 20 other ad partners because it wanted to buy technology and a team, not an agency.

We were impressed with Brighter’s Option’s latest iteration of the Social Ad Manager, which combines the Facebook Insights and Ads APIs. Now with integration into Buddy Media’s publishing tools, the software seems even more efficient. From the dashboard of posts, companies can select “Promote Story” to create a page-post ad campaign on Facebook (see image below). We imagine the same could be done for Twitter in the future.

Buddy Media prices its software based on usage, for example, the number of tabs a company wants to deploy. Brighter Option takes a single-digit percentage of ad spend. Buddy Media will continue to sell its software individually so companies don’t have to pay for Social Ads Manager if they have another ad provider, or they don’t have to buy the Conversation Buddy publishing tool if they only deal with paid media. However, for companies that want software solutions instead of managed services, Buddy Media now has the advantage of being a single vendor with quality offerings.