PROBABILISTIC INFERENCE OF DEMOGRAPHIC INFORMATION FROM USER SELECTION OF CONTENT

Demographic information for users and content are collected based on users' content selections. Each user is associated with some demographic data. Users who select particular content, such as an advertisement or a web page, are probabilistically inferred to be in the demographic associated with the content. The demographic data of users who selected the content are aggregated into visitor demographic data for the content. The demographic associated with the content may be modified based on the visitor demographic data. A feedback loop is formed, whereby the demographic data of both users and the content are continuously refined.