Yahoo! has introduced a new service that allows advertisers to customise display ads to browsers’ age, gender, location and online behaviour.

The SmartAds system, to be introduced today, enables variations of firms’ ads to be submitted to Yahoo!’s network with the most relevant version being matched to web surfers’ profiles.

For instance, a user searching for a new car in Brighton would be provided with an ad for dealers in the area, alongside a list of cars in stock at the dealer. Ads can also be adjusted according to age and gender.

The ads will be displayed on Yahoo!’s network of publisher sites, and will be displayed on the Right Media network once its $680m acquisition of the firm has been completed.

The system will initially be launched for travel clients, with two major airlines the first to participate. Yahoo! said it will be expanded by the end of the year.