METHOD AND APPARATUS FOR UTILIZING CONFIDENCE LEVELS TO SERVE ADVERTISEMENTS

1 . A method comprising:

initiating an advertising campaign;

receiving a confidence level for each respective user of one or more devices that the respective user is a member of a demographic; and

serving the advertising campaign to the devices based on the confidence levels.

2 . A method of claim 1 , further comprising:

placing the devices or the respective users of the devices into a plurality of groups according to the confidence levels; and

determining progress of the advertising campaign compared to a target rate associated with the advertising campaign,

wherein the advertising campaign is served to the groups based at least in part on the status.

3 . A method of claim 2 , wherein a scope of the advertising campaign is reduced to groups associated with higher confidence levels as the progress approaches or moves beyond the target rate.

4 . A method of claim 1 , further comprising:

receiving self-reported demographic information from at least one of the users; and

modifying the confidence level determined for the one user based at least in part on the self-reported demographic information.

5 . A method of claim 1 , furthering comprising:

receiving a target number of users in the demographic at which the advertising campaign is served; and

determining a total number of devices at which to serve the advertising campaign to achieve the target number of users, wherein the total number of devices is based at least in part on the target number of users and their respective confidence levels.

6 . A method of claim 1 , further comprising:

receiving profile information about a set of the users who respond to the advertising campaign;

determining demographic profiles and corresponding confidence levels of the responding user;

identifying a prevalent demographic from the demographic profiles; and

specifying another demographic based at least in part on the prevalent demographic.

7 . A method of claim 6 , further comprising:

causing, at least in part, presentation of the profile information, the set of users who respond to the advertising campaign, the demographic profiles, the corresponding confidence levels, the prevalent demographic, or a combination thereof; and

receiving an input, wherein the specifying of the other demographic is based at least in part on the input.

8 . A method of claim 1 , wherein the confidence levels are determined based on information automatically collected at advertising engines respectively associated with one or more of the devices, on information provided by manual input, or a combination thereof.

9 . An apparatus comprising:

at least one processor; and

at least one memory including computer program code,

the at least one memory and the computer program code configured to, with the at least one processor, cause the apparatus to perform at least the following,

initiate an advertising campaign;

receive a confidence level for each respective user of one or more devices that the respective user is a member of a demographic; and

serve the advertising campaign to the devices based on the confidence levels.

10 . An apparatus of claim 9 , wherein the apparatus is further caused, at least in part, to:

place the devices or the respective users of the devices into a plurality of groups according to the confidence levels; and

determine progress of the advertising campaign compared to a target rate associated with the advertising campaign,

wherein the advertising campaign is served to the groups based at least in part on the progress.

11 . An apparatus of claim 10 , wherein a scope of the advertising campaign is reduced to groups associated with higher confidence levels as the progress approaches or moves beyond the target rate.

12 . An apparatus of claim 9 , wherein the apparatus is further caused, at least in part, to:

receive self-reported demographic information from at least one of the users; and

modify the confidence level determined for the one user based at least in part on the self-reported demographic information.

13 . An apparatus of claim 9 , wherein the apparatus is further caused, at least in part, to:

receive a target number of users in the demographic at which the advertising campaign is served; and

determine a total number of devices at which to serve the advertising campaign to achieve the target number of users, wherein the total number of devices is based at least in part on the target number of users and their respective confidence levels.

14 . An apparatus of claim 9 , wherein the apparatus is further caused, at least in part, to:

receive profile information about a set of the users who respond to the advertising campaign;

determine demographic profiles and corresponding confidence levels of the responding user;

identify a prevalent demographic from the demographic profiles; and

specify another demographic based at least in part on the prevalent demographic.

15 . An apparatus of claim 14 , wherein the apparatus is further caused, at least in part, to:

cause, at least in part, presentation of the profile information, the set of users who respond to the advertising campaign, the demographic profiles, the corresponding confidence levels, the prevalent demographic, or a combination thereof; and

receive an input, wherein the specifying of the other demographic is based at least in part on the input.

16 . An apparatus of claim 9 , wherein the confidence levels are determined based on information automatically collected at advertising engines respectively associated with one or more of the devices, on information provided by manual input, or a combination thereof.

17 . A computer-readable storage medium carrying one or more sequences of one or more instructions which, when executed by one or more processors, cause an apparatus to at least perform the following steps:

initiating an advertising campaign;

receiving a confidence level for each respective user of one or more devices that the respective user is a member of a demographic; and

serving the advertising campaign to the devices based on the confidence levels.

18 . A computer-readable storage medium of claim 17 , wherein the apparatus is caused, at least in part, to further perform:

placing the devices or the respective users of the devices into a plurality of groups according to the confidence levels; and

determining progress of the advertising campaign compared to a target rate associated with the advertising campaign,

wherein the advertising campaign is served to the groups based at least in part on the progress.

19 . A computer-readable storage medium of claim 18 , wherein a scope of the advertising campaign is reduced to groups associated with higher confidence levels as the progress approaches or moves beyond the target rate.

20 . A computer-readable storage medium of claim 17 , wherein the apparatus is caused, at least in part, to further perform:

receiving self-reported demographic information from at least one of the users; and

modifying the confidence level determined for the one user based at least in part on the self-reported demographic information.