arketers are taking great pains to create better-targeted online campaigns, but the question remains: Can the creative production keep pace? After all, what good is a targeted media buy if the ad itself isn't relevant.

Several potential pieces to the solution are sprouting up from major portals as well as start-ups funded by behemoths such as British Telecom. The latest move comes from Yahoo, which is offering what it hopes will eventually help advertisers offer more relevant and personal creative to specific groups of customers.

"The question is, how do you have a brilliant idea at scale and produce versions that are tweaked and adjusted for everything from the audience's ethnic differences to prior purchase differences?" said David Kenny, chairman of Digitas and Publicis Groupe Media. "Ironically, the internet will get too expensive if you produce these in the old way."

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