We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message
 
74,953 News Articles

Google buys online ad firm Teracent

Search giant continues acquisition spree

Just two weeks after buying mobile advertising company AdMob, Google has announced plans to purchase Teracent, an online display advertising company.

Google did not disclose terms of the deal, which the search giant expects to close this quarter.

Teracent’s technology uses machine learning algorithms to customise advertisements to internet users. It can choose from thousands of creative elements to customise the ads, Google said.

Those elements may include images, products, message or colors, and they can be combined based on factors such as geographic location, language, content of the website, time of day or past performance of different ads, Google said.

"This technology can help advertisers get better results from their display ad campaigns," wrote Neal Mohan, vice president of product management, and Joerg Heilig, engineering director at Google, in a blog post about the planned acquisition.

They said that the technology would be available to customers who run display ad campaigns on the Google Content Network as well as Google’s DoubleClick customers.

Workers at Teracent, which is based in San Mateo, California, will join Google.

In a brief statement on its website, Teracent said that the infrastructure, opportunities and technical depth that Google offers will enable continued product innovation for Teracent.

Earlier this year Google competitor Yahoo announced that it was working with Teracent to offer better ad campaign products to its display advertising customers.

Google announced on November 9 that it planned to buy mobile advertiser AdMob for US$750 million. That's a major acquisition of the kind that Google CEO Eric Schmidt recently said would happen only once a year.


IDG UK Sites

Samsung Galaxy Note 4 release date, price and specs 2014

IDG UK Sites

iOS 8 features wishlist: the changes iPhone and iPad users want in Apple's iOS 8

IDG UK Sites

25 Years of the World Wide Web: Happy Birthday, Intenet

IDG UK Sites

Developers get access to more Sony camera features