Google announced this morning they have teamed up with Teracent, a San Mateo, Calif., advertising company. Teracent has created some high-tech software and algorithms, which will help create automatic and real-time advertisements.
“We think that this technology has great potential to improve display advertising on the web,” Google’s blog said. “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.”
Google has been working extremely hard lately to help improve advertising experiences for everyone and the company believes that Teracent will help them get to the next step.
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.
This technology can help advertisers get better results from their display ad campaigns. 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.
You can clearly see the differences between the two ads below. The first ad is a generalization compared to the second ad, which is customized by Teracent. Google says the technology is currently available to their display advertising clients, along with all DoubleClick clients as well.
Google said, “We’re looking forward to welcoming the Teracent team to Google.”