Hootsuite acquires social media ads manager AdEspresso

After relaunching Hootsuite Ads, the social media management company Hootsuite has acquired AdEspresso. The financial details of the acquisition are yet to be disclosed.

Founded in 2013, AdEspresso offers users a set of tools to create, A-B test, and post advertisements on Facebook and Instagram with its ad optimisation technology.

With the latest addition, Hootsuite is aiming to expand its services that help users create and manage Facebook and Instagram ad campaigns.

Hootsuite CEO Ryan Holmes said, "Social advertising has become a vital aspect of marketing; companies are looking for ways to reach an active, engaged audience while getting more mileage from content and advertising spend."

He further continued, "With AdEspresso, we're bringing our users a simple, powerful, battle-tested solution that delivers measurable ROI."

While powering Hootsuite, AdEspresso will continue to operate as an independent company, focusing on the self-serve market.

Rich Hungerford, Senior Director of Business Development at Hootsuite, said in an interview," AdEspresso stood out to us for a number of reasons, one of which was their customer base. They are one of Facebook's largest market partner globally, with 5,000 customers. We talked to their customers, and they love their product. It's one of the fastest growing companies in the space,"

"They also cover wide a breadth of problems. We have 15 million signups at Hootsuite, and AdEspresso can be used across the spectrum, at all sophistications and levels. It's easy to use and powerful application."

In July 2016, Hootsuite added a new batch of content sources to its publishing platform, including Box, Dropbox, Microsoft OneDrive, and Google Drive. Hootsuite also partnered with IBM in a deal to move its App Directory, a marketplace of social applications, to IBM's SoftLayer cloud infrastructure.

AdEspresso had raised $3.2 million in funding from investors that included 500 Startups, BoomStartup, Texas Atlantic Capital, VTF Capital, VentureFriends, SierraMaya360, and others.