The Accuracy Gap in Socio-Demographic Data

Adlook’s 2025 report, “The Accuracy Gap in Socio-Demographic Data,” provides clear evidence that demographic targeting fails to deliver reliable results. The study analyzed over 150,000 impressions and found that commonly used segments, such as “Parents” or “Women 18–24,” are often inaccurate.

Key findings include:

67% of users targeted as “Parents” did not have children

47% of users in the “Women” segment identified as men

35% of users were classified as both male and female

Over half of impressions fell into multiple, conflicting age groups

In several cases, targeting accuracy was lower than untargeted delivery. The more detailed the demographic segment, the more error-prone it became.

The study combined programmatic bidstream analysis with user survey data to measure how well third-party segments matched actual traits. The results showed widespread mismatches, caused by outdated models, inferred profiles, and shared devices.

The report has helped shift the conversation around audience strategy. It shows that demographic data, often treated as a baseline for media planning, may be no better than random selection. This has major implications for how brands allocate budgets and measure performance.

The report outlines the need for better alternatives: strategies based on observable behavior, real-time context, and transparent signals. For marketers relying on third-party data, it’s a timely and necessary reality check.