Google buys ad targeting firm Teracent


Google has bought ad targeting software firm Teracent for an undisclosed sum.The move will give the search giant software that will help its display ads better target web users. Teracent's software selects elements of ads, such as images and colors, that can be optimized for users based on criteria such as geographic location and language. Teracent was founded in 2006, and is based in California.


"This technology can help advertisers get better results from their display ad campaigns," Google said in its blog.

Google has bought companies to build its display-ad business as it looks for growth beyond text-based ads that run next to search results.

The company paid $3.2bn last year for display-ad company DoubleClick, and said this month that it plans to buy mobile-display ad company AdMob for $750m.

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