Dive Brief: 

• Wildfire, a social media management company purchased by Google for $250 million, is winding down operations as a standalone entity and will be integrated into the DoubleClick ad platform. 
• Brands like Amazon, Gap, Dairy Queen, and Cisco, have depended on Wildfire to manage their social campaigns across platforms. 
• Google is helping brands transition to other platforms like Spinklr, which could stand to benefit greatly from Wildfire's shuttering. 

Dive Insight: 

The winding down of Wildfire could prove to be a pain for brands that have come to rely on the social media service. It seems curious that Google would want to shut down what seems to still be a lucrative business, but there are reasons services like Wildfire could suffer in the future. One staple of the management services was helping brands with organic reach on Facebook, which is slowly become a thing of the past.