Defining the demographic

Google is refining AdSense. The goal: more relevance, and more mutual benefit (for advertisers and users).

Note, in the third paragraph, how Google (like Facebook) identifies affinity groups, which allows businesses/groups/organizations to market accordingly. They look at how people use their services, and then place ads accordingly.

Traditional print media like your fading friendly neighborhood newspaper, by contrast, make assumptions about who readers are, then occasionally surveying (phone calls, mailed response) to corroborate their assumptions. Not as reliable because the penetration isn’t as deep and the outreach is only occasional.

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