One of the big benefits and differentiators of MSN’s new adCenter product was to be the metrics/targeting surrounding demographics and other information on consumers that it plans to offer to advertisers. Now Google has added demographic targeting in addition to its other options.
Here’s more from Andrew Goodman and the Search Engine Watch Blog (with lots of information about the targeting capabilities). Goodman says it’s more about site selection than true demographic targeting at this point:
Essentially what this means is an improved functionality for the site selection tool, only applicable to content targeting of the "site targeting" variety. It’s not a major foray into targeting search ads by demographics, then (yet).
SEW speculates that this is intended to preempt adCenter, which was slated to begin an open sign-up on Monday.