Yahoo! has launched Genome, a new tool for online advertisers to promote their products more effectively and deliver the information to the target audience.

Photo: a screenshot from www.genomeplatform.com

Advertisers will be able to use Genome starting July. With help of the tool they will analyze big amounts of behavioral and advertising-related data gathered from Yahoo!’s networks and from interclick, a company Yahoo! acquired last year. Marketers will also be able to utilize their own data, mash it up with Yahoo!’s data sets and run analytics on the combination.

Rich Riley, the executive vice president of Yahoo Americas, made the announcement at Internet Week New York, “With Genome, we can help marketers transform consumer information and insights into actionable online media executions.”

Earlier this year, Yahoo! rolled out a platform that visualizes the traffic to its web sites and allows users to customize results based on various demographic categories. According to Yahoo!, Genome is a response to the growing need for technologies that can help companies manage and analyze the massive volumes of data.

A couple of weeks ago, Google also launched a digital tool called BigQuery. The tool allows marketers upload and analyze massive amounts of data on Google’s cloud infrastructure. While Genome is specifically designed for advertisers, BigQuery is made to let enterprises use Google infrastructure for analyzing their own data sets for different applications.