Demographic bidding beta let advertisers adjust bids by age and gender on some content sites

A new demographic bidding feature allowed bid adjustments or exclusions for gender and age groups on participating content network sites, such as social networks, that collect that information from signed-in users. Testing began with selected US and UK advertisers, with demographic performance reports included.

Publishers passed anonymized, aggregated data to Google, and users under 18 could not be targeted. The timeline notes the feature came out of beta on March 21, 2008.