Google stole Yahoo's last tiny fragment of dignity this week when it acquired the latter's mobile ad partner and moved even further into Yahoo's display ad territory.
Google purchased Teracent Corp. to create customized display ads that will change in real-time format, depending on a website's content, user location, and time of day, according The Wall Street Journal. The terms of the deal have not been made public.
Google will now compete directly with industry display leader Yahoo, potentially knocking Yahoo off its feet just as it is starting to ramp up its display business and return as a major web power. It is unclear whether Yahoo will continue to use Teracent for its mobile ads.