Demographic targeting

Demographic targeting is a form of behavioral advertising in which advertisers target online advertisements at consumers based on demographic information.

They are able to achieve this by using existing information from sources such as browser history, previous searches as well as information provided by the users themselves to create demographic profiles of consumers.

This information can then be used by advertisers to segment their audience demographically and target advertisements at specific groups of people to maximise the likelihood of their advertisements being seen by their target market; their most profitable audience.

Demography can be defined as "The study of human populations in terms of size, density, location, age, sex, race, occupation and other statistics". Using such statistics, communicators are able to segment their target audience, as consumer needs often correlate strongly with demographic variables.