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March 13, 2006

Google preempts Microsoft adCenter with demographic ad data

Posted by David Hunter at 9:01 AM ET.

Microsoft’s MSN adCenter is still in beta, but it has been drawing lots of buzz because it allows Internet advertisers to target ads demographically. Now Jonathan Berr reports at TheStreet.com that Google has beaten them to the punch:

Google has vowed to take a bigger share of the global advertising market. In a logical step toward that goal, it is now giving advertisers demographic data to help them target their messages.

The data, provided free to customers of Google’s Adwords advertising network, come from comScore Media Metrix. The information enables customers to find lists of Web sites, using criteria such as age, sex and income, that appeal to specific groups of people.

“It will enable advertisers to be more selective in the types of sites they want their ads appearing on,” says Jennifer Slegg, who runs the online advertising blog JenSense.

Slegg’s blog post provides details and points to a longer article at SearchEngineWatch:

Via Andrew Goodman, news that Google AdWords has updated their control panel interface today to provide demographic targeting of content ads. It comes hot on the heels of the praise MSN adCenter has been receiving about the demographic targeting they offer advertisers.

There undoubtedly will be much discussion of whose demographic data is more accurate: Google’s via comScore’s Media Metrix or Microsoft’s via their database of registrations for various Microsoft services (e.g. Hotmail and IM), but the essential point is that demographic targeting was the muct-touted selling point for adCenter and Google is already there while adCenter is still in beta. It’s also good news for comScore which undoubtedly has a lucrative contract to provide the data to Google. comScore is privately held.



Filed under Advertising, Coopetition, General Business, Google, MSN, Microsoft, adCenter

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2 Responses to “Google preempts Microsoft adCenter with demographic ad data”

  1. Microsoft finally shows us the “Live” money -- Microsoft News Tracker Says:

    [...] As for the undetailed claim of “Web’s largest advertising network,” I expect the appropriate definition is “Web’s largest advertising venue,” since I doubt that all the Microsoft properties together have more viewers than all the places on the Web currently showing Google Ads. Which brings to mind that Microsoft also still needs to launch adCenter’s contextual ads on their own and other publishers’ sites. Just selling conventional display ads on your own popular sites doesn’t win the prize. Filed under Executives, Coopetition, Xbox, MSN, Google, MSN Spaces, General Business, Service Providers, Microsoft TV, adCenter, Windows Live, Office Live, Ad-supported software, Joanne Bradford, Windows Live Mail, Microsoft Listen to this article   [Permalink] [...]

  2. Google’s search share keeps growing -- Microsoft News Tracker Says:

    [...] More by following the link including a financial analyst prediction that Google will have eventually have a 70% share. I would point out that comScore now has a business arrangement with Google, but their numbers aren’t wildly different from those before the deal. They are somewhat different from those from other sources, but the story is the same – Google seems to be running way with the bulk of the market. Filed under Coopetition, MSN, Google, MSN Search, Yahoo, Microsoft Listen to this article   [Permalink] [...]

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