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Google hasn’t been making too much inroad into display advertising, certainly not to the extent of its success with search ads. But it’s not giving up any time soon and, if it can’t deliver on its own, it could always buy a company that can. And this is exactly what it did with the acquisition of Teracent, a display advertising startup which creates automated, customized ads in real time. <\/p>\n
“We think that this technology has great potential to improve display advertising on the web. That’s why we’re pleased to announce today that we’ve entered into a definitive agreement to acquire Teracent. The transaction, which is subject to various closing conditions, is expected to close this quarter,” Neal Mohan, vice president, Product Management, and Joerg Heilig, engineering director, wrote. <\/p>\n
Google hasn’t disclosed any financial details, but it’s likely a small acquisition, nothing like the recent $750-million AdMob deal. Teracent has raised only $5.8 million from investors so far and it already had a growing business. Interestingly, Yahoo was one of its big-name clients and is using Teracent technology to offer its Mobile SmartAds. Google hasn’t said anything about this, but it’s likely that the partnership will be ending soon enough.<\/p>\n