Advertising - Monday, November 23, 2009
Display Ad Optimization's Teracent Bought By Google
Google has bought San Mateo-based 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. He has a PhD from UCLA, which means he should fit in well with Google's education snobbery.
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.
We like the move by Google. Display ad optimization is a nascent market but has proven to be effective.
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Google has recognised the need to improve display ads through personalising the content of the ad with the acquisition of Teracent.
Google’s acquisition changes the relationship between dynamic ad providers like Struq, Teracent and Tumri who have built advanced technologies that deliver increased performance for advertisers through creative personalisation and optimisation with advertising networks and technology companies. At Struq, we have optimised the content of ads for advertisers and networks through sectors ranging from Retail, recruitment, travel and finance enabling them to receive 11 times the click through rate and fourteen times sales of standard display ads.
Performance has become the key metric behind display advertising. Google’s display proposition is not the leading proposition in the market place (but has huge potential to be). The current leading ad technologies (networks/exchanges/buying platforms/adservers etc), will want to stay at the front of the market, to win new ad budgets and increase their rebookings from agencies and advertisers. Google have purchased Teracent not just because of the relevance of dynamic display ads to the user, but the dramatic increase in performance dynamic display ads deliver.”
Sam Barnett
CEO
www.Struq.com
sam@struq.com
@barnettsam
Top 100 Media Tech Company as voted for by The Guardian, PWC, Microsoft and Europe Unlimited
Shortlisted for the Europa awards 2009 (The TechCrunch Awards for the Best Technology Companies in Europe)
“Innovation like Struq’s is essential to the online ad industry” – The Telegraph
Posted by: Sam Barnett at November 25, 2009 10:11 AM
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