Web Development

Content-Based Methods for Predicting Web-Site Demographic Attributes

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Executive Summary

Demographic information plays an important role in gaining valuable insights about a web-site's user-base and is used extensively to target online advertisements and pro-motions. This paper investigates machine-learning approaches for predicting the demographic attributes of web-sites using information derived from their content and their hyperlinked structure and not relying on any information directly or indirectly obtained from the web-site's users. Such methods are important because users are becoming increasingly more concerned about sharing their personal and behavioral information on the Internet.

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