Look for Yahoo next week to try and push Web ads to the next customized level, with "a new system dubbed SmartAds that allows advertisers to compile ads on the spot based on a Web user's Internet profile, including such data as their location, recent product searches and, in some cases, age or household income," according to this Reuters story.
From one perspective, this is nothing new, as Google and others have been trying to get close to this for more than a year. But Yahoo is making the right noises, with announced plans to merge its display and Web search advertising businesses. The next rev of Web advertising was going to happen sooner or later, almost certainly by early year. Yahoo's dollars will simply guarantee that it will be sooner.