Google Acquires Technology To Customize Display Ads

November 24th, 2009

On Monday, Google announced it plans to acquire yet another advertising company. The search giant has targeted Teracent, a San Mateo, Calif., startup that customizes display ads for different situations. Terms of the deal were not disclosed.

Teracent’s trademarked Intelligent Display Advertising makes ads fully customizable to specific consumers and sites. The technology relies on machine-learning algorithms to decipher and select the optimal creative elements for each ad impression.

“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,” Neal Mohan, Google’s vice president of product management, and Joerg Heilig, Google’s engineering director, wrote on the company blog.

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