Black Friday sale is a few days away but Google went ahead on a shopping spree and acquired another company. This time it’s the startup called Terracent which specializes in display ad technology.
The reason for acquiring Terracent according to the Official Google Blog post:
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.
Teracent’s technology can pick and choose from literally thousands of creative elements of a display ad in real-time — tweaking images, products, messages or colors. 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.
With Terracent Google hopes to help advertisers maximize display ad campaigns which in turn will help publishers earn more their ad spaces. Bottomline of course is delivering better ads and more ad-funded web content.
Terms and conditions of the agreement is not yet known as the deal is still ongoing and is projected to be completed by the end of this quarter.