Methods and apparatus to determine impressions corresponding to market segments

An apparatus, comprising:

• an impression collector to:
• receive, at a first Internet domain, first requests from mobile devices, the first requests indicative of media impressions at the mobile devices;
• request demographic information from a database proprietor, the demographic information corresponding to the first requests;
• a demographics determiner to determine a number of the media impressions that occurred on the mobile devices and that are attributable to a first demographic group, the number of the media impressions being based on attributions of the media impressions to the first demographic group by the database proprietor in the demographic information;
• a precision determiner to:
• determine whether a first size of a first audience that corresponds to the first demographic group satisfies a threshold, the first audience including panelists in an audience measurement panel maintained by an audience measurement entity;
• and
• when the first size of the first audience does not satisfy the threshold, determine whether a second size of a second audience satisfies the threshold, the second audience including panelists in the audience measurement panel and corresponding, to a second demographic group, the first audience being a subset of the second audience and the first demographic group being a subset of the second demographic group;
• and
• a market segment calculator to, when the second size of the second audience satisfies the threshold, conserve at least one of computing resources or network resources by executing an instruction with a processor to calculate a portion of the media impressions attributable to a market segment and to the second demographic group based on a portion of the second audience that belongs to the market segment, without using computer processing resources to continuously communicate with non-panel online users to request survey responses about personal information related to the market segment.

A tangible computer readable storage medium comprising computer readable instructions which, when executed, cause a processor to at least:

• access, at a first Internet domain, first requests from mobile devices, the first requests indicative of media impressions at the mobile devices;
• request demographic information from a database proprietor, the demographic information corresponding to the first requests;
• determine a number of the media impressions that occurred on the mobile devices and that are attributable to a first demographic group, the number of the media impressions being based on attributions of the media impressions to the first demographic group by the database proprietor in the demographic information;
• determine whether a first size of a first audience that corresponds to the first demographic group satisfies a threshold, the first audience including panelists in an audience measurement panel maintained by an audience measurement entity;
• when the first size of the first audience does not satisfy the threshold, determine whether a second size of a second audience satisfies the threshold, the second audience including panelists in the audience measurement panel and corresponding to a second demographic group, the first audience being a subset of the second audience and the first demographic group being a subset of the second demographic group;
• and
• when the second size of the second audience satisfies the threshold, conserve at least one of computing resources or network resources by calculating a portion of the media impressions attributable to a market segment and to the second demographic group based on a portion of the second audience that belongs to the market segment, without using computer processing resources to continuously communicate with non-panel online users to request survey responses about personal information related to the market segment.