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Google Snaps Up Ad Analyst Firm Teracent

In a bid to strengthen its hold on the online advertisement market, Google has acquired an ad analyst startup firm called Teracent, which creates display ads tailored for the specific consumer niches.

The search giant said that it plans to use Teracent’s analysis and recommendation tools for improving its bouquet of display advertisement services.

Engineering Director Joerg Heilig and Product Management vice president Neal Mohan of Google posted on the official company blog that with the help of this technology, the advertisers will be to derive better results from their display ad campaigns allowing them to make more money from their ad space and deliver better ads to the web users.

However, the terms and conditions of the deal were not disclosed to the media. Ever since Google had acquired DoubleClick, a global internet advertisement agency in 2007 for $3.1 billion, banner and display ads have been a top priority for the company as it looks to ramp up revenue.

This acquisition of Teracent comes after Google’s decision to take-over Admob, a mobile ad specialist company for a price of £447million two weeks ago.

The business of online advertisement has rapidly evolved with the advances of the World Wide Web and Google today holds a major market share in this domain.

Our Comments

Google is quietly acquiring the best bits in a slightly depressed market and is quickly getting in shape just in time as the recession ends. Online advertising is the only segment in the ad industry that has been left relatively unharmed by the economic turmoil in 2009.

Related Links

Teracent deal is another Google-related win for a Sonsini

(Market Watch)

Google Buys Ad Start-Up Teracent

(Information Week)

Google Acquires Display Ad Company Teracent

(PC Mag)

Google picks up ad company Teracent

(CNET News)

Désiré has been musing and writing about technology during a career spanning four decades. He dabbled in website building and web hosting when DHTML and frames were en vogue and started writing about the impact of technology on society just before the start of the Y2K hysteria at the turn of the last millennium. Following an eight-year stint at ITProPortal.com where he discovered the joys of global tech-fests, Désiré now heads up TechRadar Pro. Previously he was a freelance technology journalist at Incisive Media, Breakthrough Publishing and Vnunet, and Business Magazine. He also launched and hosted the first Tech Radio Show on Radio Plus.