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Now that advertisers have realized that older consumers are worth targeting—it helps that they’re one of the few groups that still has money to spend—the AARP is launching a new online network to chase those dollars.
The group has built a network consisting of AARP.org and more than 600 complementary sites, like Oxygen.com and Grandparents.com, that it says will reach 40 million boomers. Using a data management platform, AARP says it can further slice and dice that audience by characteristics like age, gender, income, and buying behavior to meet advertisers’ goals.
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