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Smart Move! Google Acquiring “Intelligent Display Advertising” Company Teracent

Can you tell the difference between these two ads?

Look closely:

Well the one on the bottom just made the founders of Teracent, very, very rich!

OK, that’s not quite the same example that Google just gave over at the official blog, but it did announce that it plans to acquire Teracent.

What does Teracent do?

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.

Think of it as multi-variate testing for your banner ads.

No news yet on the price paid and the deal is subject to final closing conditions.