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March 08, 2006

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:

They also offer advanced options for demographics, which includes:

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"

Posted by Jenstar at March 8, 2006 05:55 PM

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» Google Adwords con segmentación demográfica. from vicentjorda.com
Cuentan en Jensense [EN] que desde el 8 de marzo Google Adwords permite la selección de sitios para las campañas CPM basándose en criterios demográficos. Los datos de segmentación los proporciona comScore Networks [EN], una compañía de estudios... [Read More]

Tracked on March 9, 2006 06:30 AM

» Demographic Targeting with Google AdWords from Online Marketing Blog
On the heels of MSN AdCenter’s demographic profiling aspirations, Google AdWords now offers demographic site selection with gender, age, and household income as the demographic categories available. The demographic information comes from ComScore... [Read More]

Tracked on March 9, 2006 06:42 AM

» Google preempts Microsoft adCenter with demographic ad data from Microsoft News Tracker
Slegg’s blog post provides details and points to a longer article at SearchEngineWatch ... [Read More]

Tracked on March 13, 2006 06:06 AM


I was so hoping for demographics in the lingual and demographic sense. My website is bilingual and I can't imagine an advertiser wanting to do site-targeted ads, without being able to say: I want my ads only on the English pages (or Dutch) please...

Posted by: Katinka Hesselink at March 8, 2006 10:31 PM

That's true, and it is easy to developed, but the other demographics besides ethnicity, would be very difficult to get predicted, and I think that this could cause problems.
For instance how can you know the age/gender of people that visit a site?

Posted by: Nick at March 9, 2006 01:10 AM

I would certainly hope Google would make the demographic stats available to publishers. It only makes sense that if G can help publishers focus their websites, the advertisers will get an improved choice of placements.

Posted by: Kevin Kennedy-Spaien at March 9, 2006 07:01 AM

Jenn, it looks like your research is again ahead of the curve! Look at thestreet.com quoting you...

Wow, nice work!

Posted by: littleman at March 14, 2006 11:46 AM