Teracent enables more highly-targeted ad distribution through a type of multi-variate testing for different target audiences. 1000s of ads can be created, then chopped up and distributed across a wide range of media units segmented by any number of demos. Is this infringement on the creative department? Maybe, maybe not. It reformats their role, but frankly, the key to good creative is a lot more than volume. And the more volume you have, the more you need messaging diversity to really maximize the potential from your testing.
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What's Behind Google's Teracent Buy - Forbes.com
http://www.forbes.com
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