On its official blog Google has announced that it will move forward another step towards customized advertising as the acquisition of Teracent will enable Google to further customize their graphical ads by allowing advertisers to integrate specially tailored information into the banner ad.
Taking the example provided on the Google Blog users will not only be shown an ad for a DIY market but will/could also contain a temporal element (weekends, holidays), elements based on demographic (showing offers fitting best for the target group) and geographic information (displaying the adr. of the shop closest to the user).
Thus all information available to the advertiser about the user will/can be used to tailor the graphic ads.
In my opinion this move is not really a big surprise as it is just another logic step (please see Google’ further posts on New Search Ads Formats, or on the improved Google Product Search, or another earlier post of mine here) in further customizing advertisement and thus further “closing the gap between search results and advertisements“ which might make it more difficult for some people to differentiate between these two as search engines steadily increase the number of graphical elements in their search results.