Demographic reports are based on Mobile Ad IDs that we can associate with a household, and the accompanying demographic data points available for that household, within the audience that has been generated by the user.
The data is compiled from multiple sources, including:
Consumer purchase data
Self-reported (survey) data
Publicly available data sources
Note that the demographic report is going to display an aggregation of all residents in the household within the audience. For example, if a household has 2 females and 1 male, those 3 residents will be compiled in the totals listed in the report for gender breakout.
Our demographic data is updated every 30 days.