Having already laid out a substantial amount of cash in November to acquire mobile advertising specialist AdMob, online search behemoth Google Inc. has again dipped into its coffers to snap up another company and expand the appeal of its ads yet further.
Buy! The word, according to Google. Image: Jim Barter/Flickr.
While the buying price has not been divulged by either party in the deal, California-based Google has said in an official blog post that Teracent's personalisation technology has great potential to improve display advertising on the Web. Its recent purchase of AdMob cost the company some $750 million USD.
According to Google's Neal Mohan and Joerg Heilig (respective VP of product management and director of engineering), Teracent's technology utilises machine-learning algorithms to customise online ads by creating displays from “literally thousands” of different creative elements in real-time.
“These elements can be optimized depending on factors like geographic location, language, the content of the [host] website, the time of day or the past performance of different ads,” Google's officials offered.
“This technology can help advertisers get better results from their display ad campaigns,” they added. “In turn, this enables publishers to make more money from their ad space and delivers web users better ads and more ad-funded web content.”
Google's agreement to purchase San Mateo-based Teracent is subject to various closing conditions and is expected to close before the end of 2009.
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