Google acquired Wildfire back in 2012 to bring its social media marketing services to its own customers. Last summer, Google started integrating Wildfire into the DoubleClick platform.

Now, Google is going to “limit” its investments in the Wildfire Suite, and stop accepting new sign-ups. Rather, it will continue to integrate it into its other products.

Product Management Director Victoria Ransom had this to say on the Wildfire blog:

To help accelerate this, we’ve decided to dedicate our resources to this integration. The Wildfire Social Marketing Suite, which helps businesses manage their posts and content on social networks like Facebook, Twitter, Google+ and Pinterest, will continue to be supported, but further investments will be limited: we won’t be building new features or signing up new customers. Our focus will be on integrating Wildfire’s technology with our ad technology platform and building new features that enable marketers to use social insights to improve their marketing campaigns.

With this increased focus, we think we can better help marketers get the most from their digital campaigns. Our teams are looking forward to working with our customers to make that happen.

Browsing the rest of the Wildfire blog, it doesn’t look like Google has really been doing all that much with the product anyway for quite some time.

Image via Google