Google Adds Demographic (Hispanic?) Targeting to its Contextual Ad Network

“Just a week after MSN adCenter introduced demographic targeting to the masses through its open enrollment program, Google has upped the ante by introducing demographic targeting to its Adwords platform. Unlike MSN’s demographic targeting, Google’s applies not to ads destined to rotate on search pages, but to its contextual AdSense network.

Setting up a demographically-targeted campaign is an easy matter of choosing “Select Demographics” after setting up a site-targeted campaign (remember, however, that site-targeted ads are sold on a CPM basis, not CPC). Basic demographic segments include Gender, Age and Annual Household Income. By selecting “Advanced,” you’ll get access to data on Ethnicity (White/Caucasian, Black/African American, Asian/Pacific Islander, and Hispanic), and data indicating whether children are present in the household. All of Google’s data is supplied by comScore MediaMetrix, and only applies to Web users in the United States. This differs from the demographic targeting at MSN which is done at the user cookie level based on self-reported data. “

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