Social performance management platform Syncapse has announced their intention to acquire Clickable, given closing conditions are met. Judging by the banner on Clickable’s homepage, they’re confident those conditions are just a formality and the deal is well on its way through. The deal is reportedly worth $33 million and consists mainly of stock options.
Toronto-based Syncapse is privately held and counts Disney, BlackBerry, the Coca-Cola Company, and RIM among their clients. Clickable, founded in New York, brings their social and search management/intelligence capabilities to the mix, along with a few key players.
COO Dave Fall, formerly of DoubleClick and Google, will make the move to the Syncapse family, as will former engineering leader Sandeep Sahi, a Microsoft alumni. Clickable’s co-founder, David Kidder, will stay on as a strategic advisor to Syncapse. Michael Scissons, CEO of Syncapse, told AllThingsD “pretty much everybody” from Clickable will move to Syncapse, increasing their employee base by about 70 people.
“Syncapse has the most experience across all technologies and platforms, and we are committed to delivering the best product in the market that syncs with our customers’ legacy systems, including CRM, listening, media, and other databases,” Scissons said in a statement. “We were built to serve the marketing organization from day one, and will deploy the technology and knowledge from Clickable to serve our customers better than anyone in the business.”
What does Clickable’s technology and knowledge entail? Clickable was one of the first three premier technology partners selected to join Facebook’s original Ads API beta class and became Preferred Marketing Developer partners for Ads in April, 2012. Previously, they had high-profile deals with Amex to provide marketing for SMB clients, as well as paid search to eBay’s ProStores retail clients. This acquisition brings Clickable’s ad capabilities into Syncapse’s social platform.
In a statement on the Clickable blog, Kidder wrote:
This year has ushered in many extraordinary changes to the digital advertising technology landscape, but one change has stood out: social engagement, content, and advertising have become inextricably linked, and are becoming more intertwined every day. What makes the combination special is Syncapse’s advanced ability to offer a fully integrated social solution that overcomes the vast complexities of large enterprises in a performance framework. The holy grail is when marketers can fully understand the return on their social investments, and continually make better decisions for the future. Syncapse empowers marketers with a single sign-on location to manage, amplify, and understand their consumer relationships.
According to their press release, Syncapse plans to expand in Asia, particularly in Gurgaon, India, as a result of the acquisition. They currently offer enterprise-grade SaaS for scalable social media across multiple platforms with The Syncapse Platform and were recognized as one of Canada’s 10 fastest growing companies in 2011.