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Yahoo expected to unveil online customized ads: New York Times

NEW YORK (MarketWatch) — Yahoo Inc. (YHOO : Yahoo! Inc. YHOO27.13, -0.12, -0.4%) will announce new tools for online advertising later Monday that could pull the company ahead in the race for what is called “behavioral targeting,” or what is known as the ability to better tailor online advertisements to the people most likely to buy, The New York Times reported on its Web site late Sunday.
The product, Yahoo SmartAds, would help marketers create custom advertisements on the fly, using information on individual buyers and information on real prices and availability from the vendors.
SmartAds is being tested on Yahoo’s network of sites - which includes local newspapers as well as its own portal - by two major airlines, which were not identified. The system will be offered to other industries in the coming months, including automobile companies and retailers in the fall, the paper reported.
The technology will also be applied for free across advertisements bought on Right Media, the online ad exchange that Yahoo recently purchased.
Newspaper Web Site:www.nytimes.com

By MarketWatch

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