Wildfire, just acquired by Google, isn’t a social ads company. It relies on its partner Adaptly for access to ads APIs for Facebook and other sites. That means Google may buy Adaptly or another ads company any minute now. Otherwise Google will have to split the profits of social ads Wildfire will continue to sell through Adaptly.

As Facebook Sponsored Stories and Twitter’s promoted products are taking off, being the middleman between brands and social networks is become quite lucrative and its only sensible that Google would want to own a social ads API tool and/or service.