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Google (GOOG) just picked up another promising startup in its effort to gain some ground in the online visual advertising market. Teracent, which was formed three years ago, is becoming part of the search engine giant.
Yahoo! (YHOO) currently leads the market in display advertising sales, and Google has been trying push into the space. Last year, this led to its acquisition of online ad service DoubleClick, but that was a first step rather than a total solution to Google's display ad ambitions.
The advantage that Teracent offers involves the user experience. Its technology changes the way an ad looks to increase the likelihood that it will grab a website visitor's attention. Context contributes to the changes, as well, with such factors as time of day and geographic location shaping how and when the display ad is presented.
The terms of the acquisition weren't disclosed, but it's clear that the company doesn't have to stop with Teracent ... as it didn't have to stop with its recent $750 million acquisition of mobile ad startup AdMob. Google ended September with more than $20 billion in cash on hand, plenty to finance its foray into the display advertising market.
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