SUNNYVALE, California: Yahoo, the online search company, has launched a variety of new tools enabling advertisers to target search ads more effectively, based on factors such as a web users' age or gender, or by only displaying paid listings at certain times of day.

Among the other new search options are the ability to target graphical ads, building on its recently-introduced Rich Ads in Search system through which brands can add images and video to paid-for listings.

The modifications intended are to bridge the gap between search and display ads, and research into the new "targeted display ads" by the University of Phoenix reported that clickthrough rates increased by 60% on normal levels.

Carol Bartz, Yahoo's ceo, is also said to be planning a wider overhaul of the company, including consolidating various aspects of its operations into single, standalone units.

One expected example of this would be that the company's European, Asian and Emerging Markets operations will be combined into a single unit.

Data sourced from Wall Street Journal; additional content by WARC staff