This week Yahoo announced its ad network will include enhanced ad targeting options - for example, a user might see an ad for current flight prices on trips from NY to San Francisco after they’ve recently conduct a search for just that particular flight - but airlines don't necessarily have different ads readily available for every flight they offer. Their ability to use such targeting technology is limited by the breadth of their ad creative.

Another service lets publishers enable their entire website's inventory to become a source for instant creatives in one ad file, without IT integration. This means ad content possibilities are literally limitless, says a spokesperson for Dapper Dynamic Ads (via MediaBuyerPlanner). What triggers one offer over another is user behavior or the context in which the ad appears.

Creative auto-optimizes itself in real time, each instance it is shown. With Dapper technology, advertisers can deliver display ads with creative elements pulled from their own sites, from product inventory data or elsewhere. For instance, an ad could reflect inventory at a car dealership and tell a consumer where the nearest location is, plus how many units of a given model are on the lot.

Dapper claims lifts of 200% to 500% over other smart ad technologies.