Demographic profiling used on AdSense publisher sites for site targeting

Google AdWords released demographic profiling for site targeted campaigns today, meaning that AdSense publisher sites are now profiled based on a specific set of demographic criteria with data provided by comScore Networks.

When selecting a site targeted campaign, advertisers have the option of specifying a demographic profile, then selecting to view which publisher sites match that profile. The current demographic profile options are:

  • Gender
    • Female
    • Male
  • Age
    • 18-24
    • 25-34
    • 35-44
    • 45-54
    • 55-64
    • 65+
  • Annual Household Income (USD)
    • 0-14,999
    • 15,000-24,999
    • 25,000-39,999
    • 40,000-59,999
    • 60,000-74,999
    • 75,000-99,999
    • 100,000+

They also offer advanced options for demographics, which includes:

  • Ethnicity
    • Any
    • White/Caucasian
    • Black/African American
    • Asian/Pacific Islander
    • Hispanic


    • Children in household
    • No children in household.

It will be interesting to see if advertisers find that the profiles are matching the resulting traffic from those sites. And I am sure some publishers will reverse engineer an AdWords campaign to see what demographic profile their own site is, and if it matches what they believe their traffic to be. And feel free to post comments if you check this.

I could also see publishers being potentially upset if their demographic profile doesn’t match what they believe their traffic actually is.

There is more detail on the demographic site targeting from an advertiser perspective in an entry I wrote on Search Engine Watch “Google AdWords Launches Demographic Site Targeting

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