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today that we've entered into a definitive agreement to acquire Teracent. The transaction, which is subject to various closing conditions, is expected to close this quarter.
Teracent's technology can pick and choose from literally thousands of creative elements of a display ad in real-time — tweaking images, products, messages or colors. These elements can be optimized depending on factors like geographic location, language, the content of the website, the time of day or the past performance of different ads.
This technology can help advertisers get better results from their display ad campaigns. 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.
(From May 2009) Yahoo! launched its SmartAds Partnership Program, citing Teracent as the first credentialed partner. The partnership allows advertisers to take advantage of third party technologies and innovations on a larger scale leveraging Yahoo's massive reach.
Very interesting. I waded into Yahoo SmartAds effort working with newspapers. The idea was for newspapers to use this to sell ads on Yahoo and the newspapers. Problem was, only worked on Yahoo. You might find this hard to believe, but the newspapers had trouble with this. Go figure. (I've posted on this before...)
Anyway...I was not blown away with the technology. It's good for what it does, but it takes more tech knowledge than most ad buyers have. And the webmasters, well, they say no thanks.
Still, in the hands of Google.... I could see a local non-tech web guy or gal using it to serve his or her clients. I guess. With unemployment so high, people are looking for stuff to do to make money.