Patent ID: 7979544

Claim:
A method of estimating Internet traffic, the method comprising: taking a size and demographic composition of a target population; identifying a group of participants within the target population; determining demographic information for each member of the group of participants; receiving clickstream data at a host processing facility from the group of participants that connotes Internet activity of individual members of the group of participants; producing, at the host processing facility, an estimate of the target population's Internet activity by scaling the clickstream data for each member of the group of participants to the relative size and demographic composition of the target population and the group of participants, wherein scaling comprises applying a weight to the clickstream data in view of the demographic information; and refining the estimate of the target population's Internet activity by applying a bias adjustment to the estimate, wherein applying the bias adjustment to the estimate comprises applying the weight to a subset of the clickstream data from the group of participants wherein the bias adjustment is at least one of a domain-specific, page-specific, segment-specific, and user-specific adjustment.