Breathing New Life into Online Advertising
Posted: May 13, 2010 | Amanda Fildes
Online display advertising began as one of those memorable marketing channels that often grabbed my attention. As the market got more crowded though, I seemed to find myself ignoring many online ads – regardless of how visually interesting I perceived them to be – typically, because they just didn’t apply to me.
Google is hoping to change that experience as a result of their acquisition of startup Teracent, developer of a series of “machine-learning algorithms that can create and customize an ad in real-time, based on user preferences and other characteristics”.
What this really means is that Google would have the ability to serve up more relevant display ads based on location, time of day, language, placement of the ad, or even which ads have performed better in a given time period. Teracent offers an additional expanded ability that could make the ads more dynamic on the page – serving up different creative or size of ads based on the users visiting the site.
This acquisition could mean a lot for a medium that hasn’t seen a lot of innovation lately, so I – for one – am excited to see online display ads get more targeted.
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