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Google Acquires Display Advertising Start-up Company Teracent
24 Nov 2009
Google has acquired Silicon Valley based Display Advertising Technology start-up Teracent. This will expand its competition with display leader Yahoo Inc.
Teracent has developed technology to automatically serve computer-configured display ads in real-time from a library of different creative elements. Google plans to make this technology available to advertisers using its Content Network and the DoubleClick programme.
Google purchased AdMob earlier this month and re-launched its advertising exchange built to include technology from display ad company DoubleClick.
Teracent's technology customizes graphic advertisements based on who is watching them, so that a retailer's closest store could become part of an advertisement.
Teracent's technology can pick and choose from literally thousands of creative elements of a display ad in real-time. It tweaks images, products, messages and even colours. These elements can be optimized depending on factors like geographic location, language, the content of the website, the time of day or the past performance of different ads.
Tags
google, teracent, display advertising
Visit http://teracent.com/
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