Yahoo to Offer Tools To Match Users, Ads†

Wall Street Journal, February 24, 2009 — Yahoo Inc. is unveiling several tools Tuesday to help marketers better target their online ads, as the Internet company tries to win back business during the recession.

The services include targeting graphical ads to users who have searched for particular terms in Yahoo's search engine and customizing the offers in ads based on what Web sites a consumer has visited and what they have done on those sites. Another service that is expected to go live next month will allow marketers to buy text ads next to search results that are targeted to users during a certain time of day or based on factors such as their age and gender.