Google snaps up Teracent

Seeking to boost the effectiveness of its targeted ads, Google has agreed to purchase ad analyst startup Teracent.

The company said that Teracent's analysis and recommendation tools would be put to use as part of its display advertising service. The company suggested that by using the Teracent tools, it could in real time analyse traffic and offer ads tailored to the user's specific location and areas of interest.

"This technology can help advertisers get better results from their display ad campaigns," wrote engineering director Joerg Heilig and product management vice president Neal Mohan in a company blog posting.

"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."

Terms of the deal were not disclosed.

The development of banner and display advertising has been a top priority for Google since the company agreed to purchase DoubleClick in 2007.

The acquisition of Teracent comes shortly after Google agreed to acquire another advertising firm, mobile ad specialist Admob, for a £447m price tag.