Methods and apparatus to analyze and adjust demographic information

1. A system comprising:

memory;

instructions; and

programmable circuitry to be programmed by the instructions to:

access computer-generated impression records, the computer-generated impression records based on network communications received at a server of a database proprietor from client devices, the computer-generated impression records indicative of accesses to media at the client devices;

access self-reported demographic data from a database of the database proprietor, the self-reported demographic data corresponding to user accounts registered with the database proprietor and associated with the client devices;

determine different adjustments for corresponding ones of self-reported demographics of the self-reported demographic data based on an adjustment model and based on a comparison of the ones of the self-reported demographics with a probability distribution of higher-accuracy demographic data, the adjustment model selected based on an evaluation process of a first training model and a second training model;

adjust the corresponding ones of the self-reported demographics based on corresponding ones of the different adjustments to generate adjusted user demographic data; and

assign the adjusted user demographic data to corresponding ones of the computer-generated impression records.

2. The system of claim 1 , wherein the probability distribution of the higher-accuracy demographic data is located in the adjustment model.

3. The system of claim 1 , wherein the media is accessed at the client devices via the Internet.

4. The system of claim 1 , wherein the programmable circuitry is to perform the comparison of the ones of the self-reported demographics with the probability distribution of the higher-accuracy demographic data based on: (a) the probability distribution of the higher-accuracy demographic data being grouped into first categories, and (b) the first categories matched to second categories of the ones of the self-reported demographics.

5. The system of claim 1 , wherein the evaluation process includes comparisons of demographic buckets between the first training model and the second training model to determine which of the first training model and the second training model produces acceptable results based on a threshold.

6. The system of claim 1 , wherein the programmable circuitry is to assign the adjusted user demographic data to the corresponding ones of the computer-generated impression records to improve an accuracy of the computer-generated impression records.

7. A non-transitory computer readable medium comprising instructions to to cause programmable circuitry to at least:

access computer-generated impression records, the computer-generated impression records based on network communications received at a server of a database proprietor from client devices, the computer-generated impression records indicative of accesses to media at the client devices;

access self-reported demographic data from a database of the database proprietor, the self-reported demographic data corresponding to user accounts registered with the database proprietor and associated with the client devices;

determine different adjustments for corresponding ones of self-reported demographics of the self-reported demographic data based on an adjustment model and based on a comparison of the ones of the self-reported demographics with a probability distribution of higher-accuracy demographic data, the adjustment model selected based on an evaluation process of a first training model and a second training model;

adjust the corresponding ones of the self-reported demographics based on corresponding ones of the different adjustments to generate adjusted user demographic data; and

assign the adjusted user demographic data to corresponding ones of the computer-generated impression records.

8. The non-transitory computer readable medium of claim 7 , wherein the probability distribution of the higher-accuracy demographic data is located in the adjustment model.

9. The non-transitory computer readable medium of claim 7 , wherein the media is accessed at the client devices via the Internet.

10. The non-transitory computer readable medium of claim 7 , wherein the instructions are to cause the programmable circuitry to perform the comparison of the ones of the self-reported demographics with the probability distribution of the higher-accuracy demographic data based on: (a) the probability distribution of the higher-accuracy demographic data being grouped into first categories, and (b) the first categories matched to second categories of the ones of the self-reported demographics.

11. The non-transitory computer readable medium of claim 7 , wherein the evaluation process includes comparisons of demographic buckets between the first training model and the second training model to determine which of the first training model and the second training model produces acceptable results based on a threshold.

12. The non-transitory computer readable medium of claim 7 , wherein the instructions are to cause the programmable circuitry to assign the adjusted user demographic data to the corresponding ones of the computer-generated impression records to improve an accuracy of the computer-generated impression records.

13. A method comprising:

accessing computer-generated impression records, the computer-generated impression records based on network communications received at a server of a database proprietor from client devices, the computer-generated impression records indicative of accesses to media at the client devices;

accessing self-reported demographic data from a database of the database proprietor, the self-reported demographic data corresponding to user accounts registered with the database proprietor and associated with the client devices;

determining, by executing an instruction with a processor, different adjustments for corresponding ones of self-reported demographics of the self-reported demographic data based on an adjustment model and based on a comparison of the ones of the self-reported demographics with a probability distribution of higher-accuracy demographic data, the adjustment model selected based on an evaluation process of a first training model and a second training model;

adjusting, by executing an instruction with the processor, the corresponding ones of the self-reported demographics based on corresponding ones of the different adjustments to generate adjusted user demographic data; and

assigning, by executing an instruction with the processor, the adjusted user demographic data to corresponding ones of the computer-generated impression records.

14. The method of claim 13 , wherein the probability distribution of the higher-accuracy demographic data is located in the adjustment model.

15. The method of claim 13 , wherein the media is accessed at the client devices via the Internet.

16. The method of claim 13 , wherein the comparison of the ones of the self-reported demographics with the probability distribution of the higher-accuracy demographic data is based on: (a) the probability distribution of the higher-accuracy demographic data being grouped into first categories, and (b) the first categories matched to second categories of the ones of the self-reported demographics.

17. The method of claim 13 , wherein the evaluation process includes comparisons of demographic buckets between the first training model and the second training model to determine which of the first training model and the second training model produces acceptable results based on a threshold.

18. The method of claim 13 , wherein the assigning of the adjusted user demographic data to the corresponding ones of the computer-generated impression records is to improve an accuracy of the computer-generated impression records.