SUNNYVALE, California: "People love it," enthuses Yahoo's head of North American ad sales David Karnstedt. "We will extend it everywhere we can," he says.

He refers to advertisers who have tested SmartAds, a new online advertising system that change colors, images and messages in response to information Yahoo holds about the individuals viewing them.

SmartAds were piloted last month to travel-industry advertisers and Karnstedt cites an example of a woman in New York who researched plane tickets to Miami on Yahoo Travel. Within two days she was exposed to an airline ad in a feminine hue including a fare quote for flights.

The extension could embrace two other Yahoo display ad units, the recently acquired Right Media ad exchange and a budding business that provides display ads to partner sites such as eBay.

Data sourced from Wall Street Journal Online. additional content by WARC staff