Google has acquired Teracent, an online display advertising company that has developed technology to automatically serve computer-configured display ads in real-time from a library of different creative elements. Google plans to make this technology available to advertisers using its Content Network and the DoubleClick programme.

“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 colours. 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,” Google has said.