A couple of days ago, Yahoo has launched “Yahoo My Display Ads”, a self-serve display ad marketplace for ads on Yahoo sites and partner sites.

AdReady, a Seattle-based technology provider powers the ad customization part of the program. Further, Yahoo’s Right Media exchange manages the ad inventory for Yahoo and other partner network sites.

With Yahoo My Display Ads, now advertisers can create and customize their campaigns using over 800 display templates, with a choice to make between Cost-Per-Thousand Impressions or Cost-Per-Click pricing. The ads will be targeted on the basis of geography, audience demographics and channel.

It seems that Yahoo My Display Ads is an extension of a limited program Yahoo and AdReady offered to a large number of Yahoo Small Business Customer in 2008.

“This is an affordable and easily accessible option for the businesses to run their brand and performance campaigns. In this way, they can reach local customers who matter to them the most,” said Joanne Bradford, Senior VP, North America Revenue and Market Development at Yahoo.

From this, it can be said that like Google, Yahoo is looking to convert its search ad business to more lucrative display ads. Even though, Yahoo has been offering display ads since the time of its inception, Yahoo My Display Ads, with the ability to create ads from templates will make it much easier for smaller businesses to enter the display ad market.

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