Google Buys Teracent Display Ad Solution
Google announced today they are acquiring Teracent, a dynamic ad optimization company I referenced in an earlier post. Disclosure: I was fortunate to do some contract work for Teracent beginning in March of this year. Unfortunately, as a contractor, rather than a FT employee who is now buying rounds at the local bar.
“This technology can help advertisers get better results from their display ad campaigns,” Google said. “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.”
The announcement comes on the heels of Google’s deal to acquire mobile ad network AdMob in a $750M stock exchange just a few weeks ago and of course, the larger acquisition of online ad service, Doubleclick over a year ago.
So, to those who say they are so over display advertising, consider the moves Google is making.
The shopping spree is evidence they are serious about staking a claim in display, a fairly fragmented market compared to search. No single player has more than a 10% share today.
Display may not be the media darling that SMM is today, but is here to stay: