You know those minimalistic out-of-the-way boxes filled with text and fitted with a modest “Google” logo at the bottom, and those artsy graphic-filled ones you see on just about every page of the internet? Google has spent a fortune perfecting those ads in order to make them relevant to the page’s content. Apparently, however, they’re not satisfied with what they’ve achieved – they want more.

Just this morning, Google announced on their blog that they’ll likely be partnering with a California startup called Teracent in order to even further optimize their display ads. According to Google, “Teracent's technology fits neatly into [their] efforts". Here’s how:

The ad on the left is a traditional Google AdSense-generated advertisement. The one on the right is a heavily tweaked and optimized ad that was generated in real-time by Teracent’s complex algorithms. Based on the content around the ad, the user’s location, their language, and their local time, companies’ advertisements can be formatted according to what the user is most likely looking for.

This, in turn, could exponentially increase the effectiveness of companies’ ads, and entice them into purchasing more ad space. This would cause “wins” across the board, hiking revenues for the advertisers, for Google through their AdWords program, and for Teracent, through whatever deal they would have set in place with Google.

Teracent’s technology seems promising, and if the few remaining details get ironed out without a problem, we should start seeing Teracent-generated ads by the end of the quarter.