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Yahoo! Inc., continuing in its efforts to provide with best online advertising tools now releases Ad Interest Manager.

Currently in the beta mode, the Ad Interest Manager is the new consumer toll on offer that has been developed to provide more transparency in online advertising. This new tool takes online advertising to a new level for building user trust, says Yahoo! in the press statement.

Through Ad Interest Manager, Yahoo! creates a concise summary of online activity of the users thus making it easy to decide about the exposure to interest-based advertising served from the Yahoo! Ad Network to these users.

"Ads tailored to users' interests make online experiences more compelling and user-focused, and the new tool Yahoo! is launching today will provide transparency into how Yahoo!'s interest-based advertising works," said Yahoo! Vice President of Policy and Head of Privacy, Anne Toth.

"Yahoo! is committed to providing consumers with increased transparency and control when they are online. Ad Interest Manager will show users what interests we think they have, and also let them edit and change those interests to reflect the most up-to-date information." Anne Toth also pointed out: "Importantly, users who don't want interest-based ads can turn them off completely."

"Yahoo! has long provided its users with products and services for free, thanks to a business model based almost entirely on advertising, and we've found that consumers are more likely to click on advertising that speaks directly to them and their interests," said Yahoo! Vice President and General Manager of Display Advertising, David Zinman. "With the introduction of Ad Interest Manager, users can not only get a better understanding of how the process works, but they can also communicate better with Yahoo! and our advertisers about what most interests them."

The beta version of Yahoo! Ad Interest Manager has been initially made available in US and Yahoo! plans to launch it for UK and European users soon.

Online advertising has been another major area of interest for Yahoo! and Google, other than the search. As for the online text ad, Google is more dominating while; Yahoo! leads in online display ads. Recently, Google has made acquisition of Teracent, a firm that will strengthen its display ad-offering. On the other hand, Yahoo! has decided the terms of the 10-year search-ad agreement with Microsoft Corp. Following this, the internet is set to enter a new a era of revolution!