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New! AdWords site demographics.
Want to reach 18-24 year-olds, or women with children? Site tool demographics match your ad with your audience. Available now for campaigns targeting the United States.
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Looks like MSN's targeting lead is shrinking already...
The demographic website data used by AdWords comes from comScore Networks, the respected marketing information provider. At this time, AdWords has demographic information on users from the United States only. For this reason, demographic site selection is available only for campaigns which geo-target users in the United States. If your campaign doesn't geo-target the United States, you will not see the demographic option on the site tool.
Based on comScore data - not Google data.
US based only.