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
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.