Google grabs another ad company
Second this month
Google has bought another display ad company - the second this month.
The search giant is paying an undisclosed amount for Teracent which offers personalised display ads. Earlier this month Google paid $750m for AdMob which delivers display ads to iPhones and other mobile gadgets.
Teracent claims to be able to tweak adverts according to computer analysis of early reaction to different elements of the banner. It also offers analytics software to crunch the numbers produced by the ads.
Google's blog post said:
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.
Privately-held Teracent was only formed in 2006 and has got through less than $10m in venture capital funding. It was started by a 26-year veteran of Inktomi with help from managers from Yahoo! and Advertising.com. ®
Re: Monopolies and Mergers
Definately something that should be considered, as a company that already owns around 80% of the internet search advertising market should be limited in what they're allowed to purchase, even if they're supposedly in the mobile industry, not core internet. Everyone knows this is going to converge, the regulators should step in now before Google buys up all its potential competitors in any market to prevent competition.
Of course though, the companies slogan is Do No Evil, so how could anyone intervene with such a lovely friendly company.....
They are the next Microsoft, especially now as Microsoft seem to have reformed themselves from their monopolistic ways (licensing technology to direct competitors to promote their eco-systems etc).
I sense a monopoly on web advertising. Where are the EU when you need them?
@ Monopolies and Mergers
it will happen, one day in the distant future when Google tries to absorb the last advertising agency on earth into the collective a brave M&M comittee member will awaken and try to turn back the destruction Google has wrought on the advertising "industry"