Yet another out of Google in the 4th quarter adding another expansion building block to the Google ecosystem. Google has bought Teracent for an undisclosed amount. Teracent has developed a platform for dynamic ad optimization and enables dynamic offer management for direct response and brand marketers who want to turn online display advertising into performance media. The startup is led by Vikas Jha was previously was VP of Engineering at Inktomi for 7 years.
Teracent has raised $5.8M to date much of it from New Enterprise Associates. Teracent competes with Tumri, which seems to be doing better in terms of revenue and has a deal with Yahoo to optimize display ads there.
Another smart move by Google. Display ad optimization is a nascent market but has proven to be effective.This further confirms the emergence and growth of dynamic smart ad technology that turns display inventory into interactive units.
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