Google buys online ad customisation firm Teracent

by Staff, Brand Republic 24-Nov-09, 09:15

SAN FRANCISCO - Google has acquired US online display ad customisation start-up Teracent for an undisclosed sum.

The transaction, which is subject to various closing conditions, is expected to close this quarter.

Teracent, founded in California in 2006 by CEO Vikas Jha, has created technology that automatically creates display ads in real-time using algorithms.

The technology tweaks images, products, messages or colours to optimise an ad in accordance with various factors, such as geographic location, language, the content of the website, the time of day or the past performance of different ads.

Neal Mohan, Google's vice president of product management and Joerg Heilig, Google's engineering director, said on the official Google blog: "As you know, we've been busy releasing new features and products to help improve display advertising on the web for everyone.

"We believe that Teracent's technology fits neatly into these efforts. [It] can help advertisers get better results from their display ad campaigns, which in turn, enables publishers to make more money from their ad space and delivers web users better ads and more ad-funded web content."

The acquisition of Teracent comes shortly after Google agreed to acquire another ad firm, mobile ad specialist AdMob, for $750m earlier this month.

Comments

Sam Barnett - 24/11/2009

Congratulations to Teracent! Dynamic Ads have delivered on expectations and have both increased the relevance of ads to users and resulted in far superior performance for advertisers. Struq is the leading provider of banner creative content optimisation in Europe, and we customise the content of ads in real time based on the user's online browsing activity. We currently receive at least ten times the click through rate and fourteen times the conversion rate over standard display ads. As early adopters and pioneers, Google's acquisition of Teracent shows where the future of online display advertising is. Sam Barnett CEO sam@struq.com @barnettsam

martin connolly - 25/11/2009

Nice comment Sam. ADGENIE is Europe's first and ONLY 3rd party ad serving solution that allows dynamically generated targeted adverts to be served against any media owner data, AND/OR for re-targeting purposes. We work with all major media owners and use live data feeds to display the right advert to the right user at the right time. Dynamically target your advert contextually or against behavioural data. Uplifts have been up to 300% against normal display activity both in %CTR and conversions. We are working with many well known advertisers. For more information: Contact Martin Connolly \(Founder and Commercial Director) mconnolly@adgenie.co.uk