How we infer demographics
We estimate or infer likely audience demographic characteristics (gender, age, marital status, interests, occupation, location, etc.) for audiences based purely on correlative data signals. Our methodology is data-centric, relying on multiple data signals, filtered and amplified using large, proprietary knowledge bases of established correlations between data points and demographic characteristics. Finally, we combine multiple amplified signals using a series of algorithms to estimate or infer likely audience demographic characteristics.
We do not cross-match our inferred demographic estimates with actual demographics, from third-party sources or otherwise. Whether delivered by API or dashboard, all inferred audience demographics are estimates in aggregate only for the audience. Information we collect in relation to usage of our own products, services and websites is likewise never cross-matched or combined in any way with our inferred demographics.
How we use inferred demographics
We use our inferred audience demographics for products and services that give our customers and partners aggregate insights into the audiences of influencers and brands.
Effective date: 1st January, 2023