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How do tools get demographics data?

August 21, 2017 Vijay Sankar 0

Most of the analytics tools these days provide some form of demographics data; be it age, interest area etc. Have you ever wondered how these platforms get the details (even if it is ballpark)? Pixels, Cookies, Cookie Pool Often, two methods are used to identify these details – first one, a direct lookup built based on cookie pools (for example DoubleClick cookie pool in the case of Google Analytics) and the second one being a probabilistic method (based on your IPs or extrapolating online behavior. The next obvious question would be; even then, how some of these tools are able […..]