I'm actually quite curious about how he's accomplishing this... my best guess is that he's using the demographic info to redirect each age group to a different URL, e.g. 18-25 goes to pof.com/a/, 26-45 goes to pof.com/b/, and 45+ goes to pof.com/c/.
I was hoping though, that if my users are talking about cars, they get car ads. (or, even better, mesothelioma!)
It sounds like you can at least split things up by age.