Google to acquire Teracent

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Google, in the midst of a buying spree, has acquired display ad network company Teracent. Terms of the deal, announced November 23, were not disclosed.

The search giant announced the acquisition of Gizmo5, a company that makes software for Internet-based calling on mobile phones and computers, and the buy of mobile display ad network AdMob this month.

The purchase of Teracent will improve Google's position in the display advertising space. In April 2007, Google acquired DoubleClick, one of the largest ad networks, for $3.1 billon. This summer, Google debuted the DoubleClick Ad Exchange, an open ad network that can be used by all publishers and advertisers.

“We think that this technology has great potential to improve display advertising on the Web,” said Neal Mohan, VP of product management, and Joerg Heilig, engineering director, at Google, in a blog post. “Teracent's technology can pick and choose from literally thousands of creative elements of a display ad in real-time.”

Vikas Jha founded San Mateo, CA-based Teracent in 2006. The acquisition is expected to be completed by the end of this quarter.

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