Demographic Bidding? Is it worthwhile?

 Demographic Bidding? Is it really worthwhile? For those who don't know, it was launched earlier this year in a beta platform and now is open to all users. It's hard to find any useful information on it, Google states that demographic bidding gives you more control over the demographic groups who see your ads. The ads it would reflect would be content bids, and if you take the partnered sites that Google uses for this...we are looking at MySpace,Facebook and a few other Social Apps that release demographic statistics to the public.

The question I have is, is this even worth the time? Has anyone been successful with this feature?

The concept itself sounds appealing, but the proof is in the results. If you pair demographic bidding with the site selection as to where your ads can appear, why wouldn't you try it? To me it seems like it would be additional refinement elements that you can tweak to get better ROI from your campaigns.You are armed with more info to fine tune your campaigns and maybe spend less money for an even better return.

Btw, for those who may want to read up on what this is you can find a link to Google's description here.