• by Gavin O'Malley  @mp_gavin, October 25, 2016

Expanding its own network, Hootsuite is expected to announce alliances with several social ads networks and referral partners, on Tuesday.

New business allies include Publicis subsidiary Popimedia, AdEspresso,  Kenshoo, Adaptly, Nanigans and Mediative. “These six companies allow us to offer the best -- and most -- social ad solutions to our customers," Omar Kaywan, Senior Global Partner Manager at HootSuite, said on Monday.

Integrations with Kenshoo, AdEspresso and Popimedia should make it easy for Hootsuite's customers to manage paid and organic social channels from one dashboard.

“As organic social post reach declines, marketers and brand are looking for ways to further boost their posts and drive engagement,” Kaywan explained. “Optimized paid advertising on social addresses this reality head on and allows brands to improve their engagement with customers.”

The new partnerships could help Hootsuite further distinguish itself among other enterprise social-media management platforms. Clearly a force to be reckoned with, the company was valued at $1 billion, in late 2014. By 2017, social network ad spending will reach $35.98 billion -- representing 16% of all digital ad spending worldwide according to eMarketer.

Next year, Interpublic research arm Magna expects social media ad sales to rise 44% to nearly $16 billion -- of which about $2.2 billion will be for social video ad formats.

Partly as a result, Magna recently upgraded its U.S. ad revenue forecast, and now predicts that media owners net ad revenues will grow 6.3% to $179 billion in 2016 -- the strongest growth rate since 2010.

Social ad company Nanigans recently raised $24 million in a Series B round led by Chinese software company Cheetah Mobile. The company has recently been fashioning itself more as a dedicated SaaS company.