Google buys display advertising company Teracent

SAN FRANCISCO, Nov. 23 (Xinhua) -- Google Inc. on Monday announced that it has agreed to buy Teracent, a startup company whose technology can create display advertising customized to specific consumer and website.

Founded in 2006, Teracent is headquartered in San Mateo, California. The company's machine-learning algorithms can automatically pick and choose from thousands of creative elements of a display ad in real-time.

"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," Google's vice president of product management Neal Mohan and engineering director Joerg Heilig wrote in a blog posting announcing the deal.

"This technology can help advertisers get better results from their display ad campaigns. 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," they said.

Teracent's technology will be available to Google's display advertising clients, they added.

The transaction is expected to close this quarter, Google said, without disclosing the financial terms.

On Nov. 9, Google also announced that it will buy AdMob, a provider of display ad technology for mobile phones, for 750 million U.S. dollars.