Methods and apparatus to analyze and adjust demographic information

A non-transitory computer-readable storage medium, having stored thereon machine-readable instructions that, when executed by a processor, cause performance of a set of operations comprising:

• accessing, from a database, demographic data corresponding to user accounts for which computer-generated impression records are logged, wherein the user accounts are registered with a database proprietor and associated with client devices, wherein the computer-generated impression records are based on network communications received at a server of the database proprietor from the client devices and are indicative of the client devices accessing media via the Internet;
• applying a demographic adjustment model to the demographic data, wherein the demographic adjustment model is configured to (i) identify one or more of the user accounts for which to adjust corresponding demographics of the demographic data and, (ii) based on a comparison of the corresponding demographics to reference demographics of panelists of an audience measurement entity, adjust the corresponding demographics to generate adjusted user demographic data;
• and
• assigning the adjusted user demographic data to corresponding computer-generated impression records logged for the one or more of the user accounts.

A method comprising:

• accessing, from a database, demographic data corresponding to user accounts for which computer-generated impression records are logged, wherein the user accounts are registered with a database proprietor and associated with client devices, wherein the computer-generated impression records are based on network communications received at a server of the database proprietor from the client devices and are indicative of the client devices accessing media via the Internet;
• applying a demographic adjustment model to the demographic data, wherein the demographic adjustment model is configured to (i) identify one or more of the user accounts for which to adjust corresponding demographics of the demographic data and, (ii) based on a comparison of the corresponding demographics to reference demographics of panelists of an audience measurement entity, adjust the corresponding demographics to generate adjusted user demographic data;
• and
• assigning the adjusted user demographic data to corresponding computer-generated impression records logged for the one or more of the user accounts.