Sprinklr Buys Nanigans' Social Media Ad Business

In the US, customer experience software firm Sprinklr has acquired the social media ad business from marketing software vendor Nanigans for an undisclosed sum. The deal does not include Nanigans' ad effectiveness measurement business.

Nanigans' social media ad business includes data management, predictive analytics, optimization, campaign management, and real-time reporting across Facebook, Instagram, and Twitter. Through this transaction, the combined firms will manage more than $1.5 billion of yearly ad spend across major social media channels, while helping brands manage customer-facing functions such as marketing, advertising, research, care, and social media engagement.

Sprinklr says the deal is a perfect complement to what it has been building for the past decade - one platform for customer experience management. Through Sprinklr's unified platform and artificial intelligence capabilities, Sprinklr will now help brands make sense of advertising performance data and then share this insight across teams that collaborate on its platform.

As part of the deal, a number of former Nanigans employees will join Sprinklr. Ragy Thomas (pictured), CEO and founder of Sprinklr, comments: 'Sprinklr's acquisition of Nanigans' social media advertising business will enhance our 'Modern Advertising' product, while also helping brands reduce the number of point solutions in their martech stack. With our 'Unified Front Office', brands will have a single platform for all their social media advertising, marketing, customer care, research, and engagement needs'.

Web sites: www.sprinklr.com and www.nanigans.com .