Social marketing companies Adly and Nestivity have announced that they are merging. Moving forward, they'll be one company doing business under the Adly name. As you may recall, Adly connects advertisers with celebrities and other influencers who are willing to post promotional messages on social media. Nestivity, meanwhile, allows customers to build an online "nest" that collects all their tweets, where they can sort the tweets and highlight multimedia content in various ways. Nestivity Chairman Bahram Nour-Omid said that the idea for the merger came from his company. Adly, he said, did "a great job matching brands and celebrities together," and by incorporating those celebrity promotions into Nestivity, "You will have a much stronger product that will get consumers in the loop as well." The full teams of both companies will be working together in the newly merged entity, Nour-Omid said, and they'll be integrating their respective products. He added that celebrities on Adly will also be able to use Nestivity to communicate with their followers for free. The goal, he added, is to help improve celebrities' "follower capital." He compared celebrities making money from their large followings to "putting money in the bank and collecting interest on it." Adly previously raised $7.5 million from investors, including Upfront Ventures, Greycroft Partners, Siemer Ventures, and others. "Nestivity’s software was exciting to us because it adds both organization and reach to social conversations," said Upfront's Mark Suster in the acquisition release.
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