Patent ID: 8712824

Claim:
A system comprising: a. a content serving infrastructure that delivers content from a publisher to users of electronic devices; b. an advertisement serving infrastructure that places advertisements with the content; c. an audience validation infrastructure that measures and tracks consumption of the content and the advertisements by the users; d. a first self-service portal where a marketer specifies desired demographic characteristics or personal characteristics for a first subset of the users to be targeted with one or more surveys comprising one or more survey questions; e. a second self-service portal where the publisher registers the users and manages the access of the marketer to the users; and f. a survey process server that serves the one or more surveys to one or more survey panels actively created on-demand by the survey process server, the one or more survey panels comprise the first subset of users accessing the content who have been registered by the publisher and who match the desired demographic characteristics or the personal characteristics specified by the marketer, the survey process server comprises information on at least one user for whom incomplete or partially matching demographic characteristics or personal characteristics is available, wherein the survey process server determines whether or not the at least one user matches the demographic characteristics or personal characteristics specified by the marketer by serving disambiguating questions to the at least one user to determine missing demographic characteristics or personal characteristics of the at least one user.