Microsoft adCenter Labs: Demographics Predictions

I saw this on ProBlogger and thought it was very cool. Microsoft has a proof of concept site here where you can enter in a query or a URL and it will predict the gender and age breakdowns of likely readers/searchers.

The service is not meant for prime time yet, and I don't think you'd want to stake your million dollar ad buy on these numbers, but I hope to see a competing service from Google and Yahoo soon! I don't often find myself thinking of Microsoft as moving the web forward, but in this case I'd say they are. Very cool.