METHODS AND APPARATUS TO CORRECT AGE MISATTRIBUTION

1 . An apparatus to correct age misattribution in a media impression, the apparatus comprising:

a model validator to determine respective broad scores and respective targeted scores for respective ones of a plurality of candidate models based on audience member records, the model validator to determine respective third scores based on weighted averages of the respective broad scores and the respective targeted scores for the respective ones of the plurality of candidate models, the third scores representative of respective accuracies of respective ones of the plurality of candidate models, the model validator to select one of the plurality of candidate models to be an age-correction model based on the third scores;

a demographic retriever to access a media impression received in a network communication from a first server, the media impression including a reported age of a user associated with the media impression, the media impression indicative of the user being exposed to media presented by a media presentation device accessing the media via a second server; and

an age corrector to determine a predicted age of the user with the selected age-correction model, the predicted age associated with the media impression, the age corrector to determine an age misattribution error based on a difference between the reported age and the predicted age, the age corrector to, when the age misattribution error is non-zero, correct the age misattribution error in the reported age by assigning the predicted age to the media impression.

2 . The apparatus of claim 1 , wherein the apparatus is to operate in a first domain, the first server is to operate in a second domain different from the first domain, and the second server is to operate in a third domain different from the first and second domain.

3 . The apparatus of claim 1 , wherein the model validator is to:

determine respective impulse responses of a first one of the plurality of the candidate models for a plurality of age categories based on a validation set of audience member records;

assign weights to the impulse responses; and

determine a first one of the targeted scores for the first one of the plurality of candidate models based on an average of the weighted impulse responses.

4 . The apparatus of claim 3 , wherein the model validator is to weight impulse responses based on respective quantities of the audience member records within the corresponding age category.

5 . The apparatus of claim 3 , wherein the model validator is to:

execute a first one of the plurality of the candidate models to predict age categories for a plurality of validation sets; and

for the age categories:

determine a plurality of errors based on the predicted age categories; and

determine an age category error based on a weighted average of the plurality of errors.

6 . The apparatus of claim 5 , wherein the model validator is further to determine the first one of the broad scores based on a weighted average of the age category errors corresponding to the plurality of age categories.

7 . The apparatus of claim 1 , wherein the model validator is to select the one of the plurality of candidate models based on the candidate model (i) satisfying a validation threshold and (ii) being associated with the highest third score.

8 . A tangible computer readable storage medium comprising machine readable instructions that, when executed, cause a machine to at least:

for a plurality of candidate models:

determine respective broad scores and respective targeted scores for respective ones of the plurality of candidate models based on audience member records; and

determine respective third scores based on weighted averages of the respective broad scores and the respective targeted scores for the respective ones of the plurality of candidate models, the respective third scores representative of respective accuracies of respective ones of the plurality of candidate models;

select one of the plurality of candidate models to be an age-correction model based on the third scores;

access, by executing an instruction with a processor of a first server, a media impression received in a network communication from a second server, the media impression including a reported age of a user associated with the media impression, the media impression indicative of the user being exposed to media presented by a media presentation device accessing the media via a third server;

determine a predicted age of the user with the selected age-correction model, the predicted age associated with the media impression;

determine an age misattribution error based on a difference between the reported age and the predicted age; and

when the age misattribution error is non-zero, correct the age misattribution error in the reported age by assigning the predicted age to the media impression.

9 . The tangible computer readable storage medium of claim 8 , wherein the machine is to operate on a first server in a first domain, the second server is to operate in a second domain different from the first domain, and the third server is to operate in a third domain different from the first domain and the second domain.

10 . The tangible computer readable storage medium of claim 8 , wherein the instructions, when executed, cause the machine to:

determine respective impulse responses for a first one of the plurality of the candidate models for a plurality of age categories based on a validation set of audience member records;

assign weights to the impulse responses; and

calculate an average of the weighted impulse responses.

11 . The tangible computer readable storage medium of claim 10 , wherein the instructions, when executed, cause the impulse responses to be weighted based on respective quantities of the audience member records within the corresponding age category.

12 . The tangible computer readable storage medium of claim 9 , wherein the instructions, when executed, cause the machine to:

execute a first one of the plurality of the candidate models to predict age categories for a plurality of validation sets;

for the age categories:

determine a plurality of errors based on the predicted age categories; and

determine an age category error based on a weighted average of the plurality of errors.

13 . The tangible computer readable storage medium of claim 12 , wherein the instructions, when executed, cause the machine to determine the first one of the broad scores based on a weighted average of the age category errors corresponding to the plurality of age categories.

14 . A method to correct age misattribution in a media impression, the method comprising:

for a plurality of candidate models:

determining, by executing an instruction with a processor of a first server, respective broad scores and respective targeted scores for respective ones of the plurality of candidate models based on audience member records; and

determining, by executing an instruction with the processor of the first server, respective third scores based on weighted averages of the respective broad scores and the respective targeted scores for the respective ones of the plurality of candidate models, the respective third scores representative of respective accuracies of respective ones of the plurality of candidate models;

selecting, by executing an instruction with the processor of the first server, one of the plurality of candidate models to be an age-correction model based on the third scores;

accessing, by executing an instruction with the processor of the first server, a media impression received in a network communication from a second server, the media impression including a reported age of a user associated with the media impression, the media impression indicative of the user being exposed to media presented by a media presentation device;

determining a predicted age of the user with the selected age-correction model, the predicted age associated with the media impression;

determining an age misattribution error as the absolute value of a difference between the reported age and the predicted age; and

when the age misattribution error is non-zero, correcting, by executing an instruction with the processor of the first server, the age misattribution error in the reported age by assigning the predicted age to the media impression.

15 . The method of claim 14 , wherein the first server is to operate in a first domain, the second server is to operate in a second domain different then the first domain, and the media presentation device is to accesses the media via a third server operating in a third domain different from the first domain and from the second domain.

16 . The method of claim 14 , further including determining a first one of the targeted scores for a first one of the plurality of candidate models by:

determining respective impulse responses of the first one of the plurality of candidate models for a plurality of age categories based on a validation set of audience member records;

assigning weights to the impulse responses; and

calculating an average of the weighted impulse responses.

17 . The method of claim 16 , further including weighting the impulse responses based on respective quantities of the audience member records within the corresponding age category.

18 . The method of claim 14 , wherein the determining of a first one of the broad scores further includes:

executing a first one of the plurality of candidate models to predict age categories for a plurality of validation sets;

for the age categories:

determining a plurality of errors based on the predicted age categories; and

determining an age category error based on a weighted average of the plurality of errors.

19 . The method of claim 18 , further including determining the first one of the broad scores based on a weighted average of the age category errors corresponding to the plurality of age categories.

20 . The method of claim 14 , wherein the selecting of the one of the plurality of candidate models further includes selecting the one of the plurality of candidate models that (i) satisfies a validation threshold and (ii) is associated with the highest third score.