Google snaps up Teracent

Google will use Teracent's analysis and recommendation tools as part of its display advertising service

Google has agreed to purchase ad analysis start-up Teracent in an effort to boost the effectiveness of its targeted ads.

The company said that Teracent's analysis and recommendation tools will be put to use as part of its display advertising service. Google suggested that the Teracent tools could be used to analyse traffic in real time, and offer ads tailored to a 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 buying DoubleClick in 2007.

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