Check out http://adlab.msn.com/Demographics-Prediction/. While this tool was discussed on DP almost two years ago http://forums.digitalpoint.com/showthread.php?t=203784&referrerid=91697 I just found it now. This tool gives you age and gender information for a person searching for a keyword or keyphrase, or website. In the future I see this data used to parse out PPC. It actually answers a question I had for Google engineers at a conference last year. I told them that as a PPC advertiser, I would gladly pay higher per click for an ad that I knew was targeted to the right demographic. For example, if I sell bikinis online and I use PPC, I would like to know if the person clicking my ad is a 50 year old male (less likely to be a customer), or a 25 year old female and of course I would pay more for a click from the latter. The Google guiys I talked nodded their heads and said that seemed too 'big brotherish' currently. If Microsoft can do this I suspect so can Google.