Google’s Teracent acquisition marks prominence of display
ADOTAS – Even a blind man can see that advances in display related to targeting and customization are coming at a clip and herald the awakening of a brave new world — one that has privacy advocates and the Federal Trade Commission yipping nervously like small dogs.
Google certainly isn’t blind — its recent AdMob purchase shows keen foresight. Search marketing may have recovered faster than display from the advertising recession, but display technology is the future of Internet advertising, a meme that Google has cemented with its purchase of Teracent.
Teracent’s technology customizes display ads for users in real time through a wealth of creative elements as well as using algorithms based on geographic location, time of day, website content and performance of recent ads. These features will be offered to display ad campaigns on the Google Content Network and Doublelick clients, offering clients the ability to instantly adjust their campaigns.
“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, on the Google blog. “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 has been beefing up its display game for several months since its relaunch of the DoubleClick ad exchange, with promising developments coming as recently as last week. To build its reputation in the display field, it has even worked with ad agencies on building campaigns.
It’s widely acknowledged that Yahoo! still holds an advantage over Google in display, but recent moves have certainly made Yahoo! jumpy. The company recently re-baptized its ad exchange as a “premium exchange” and vowed to purge poor-performing brokers to appeal to high-value brands. Since releasing impressive third-quarter earnings, Google has broadcasted its intent to build the display side through acquisitions.
Teracent has a partnership with Yahoo! that will most likely become moot, but neither Google nor Yahoo! are commenting.
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