As it relates to web monetization, this term is most relevant to display ad sales. Specifically, demographics or “demos” refers to statistics that can be used to convey the makeup of a site’s audience. Most commonly, demographic data will be included in a page or section of a site’s digital media kit.
Below is a page from the Entrepreneur.com digital media kit, which includes a section dedicated to the audience demos:
Commonly used demographic data includes:
In addition to these generic demographic categories, many sites will provide most customized demographic data to highlight unique aspects of their audience that may help to convince advertisers of the value available in a campaign. For example, a site focused on sports may collect data about the average number of hours visitors spend watching televised games or the number of live events they attend each year. These “custom demographics” could be useful in convincing a ticket broker or apparel retailer to run an advertising campaign.
There are several potential sources of demographic information that can be used in a media kit:
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