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.
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.