Google has quietly (I think – no release sent out) rolled out a feature on its AdWords site that allows customers to guide their AdWords purchasing decisions using demographic data such as household income, age, and gender.
How has the company done this? It’s working with Comscore/Media Metrix to stripe domains with Comscore’s panel-based demographic data. I’ll have more on this as I can (have to run to and Etech session) but I did speak with a SVP at Comscore about this, and find this move interesting given Microsoft AdCenter’s demographic plays, and Google’s ongoing tests of site specific targeting.
The Comscore deal is not exclusive – in other words, anyone else, IE Yahoo or MSFT, can cut a similar deal. (Hat tip to reader jboutros).