Abstract: A device, system, and method generates share weighted indices. The method performed in an analysis server includes determining a share value and an index value for an attribute of a target audience, the share value indicative of a percentage that the target audience occupies in a population, the index value indicative of a likelihood that the target audience has the attribute. The method includes determining a scaled index value based on the index value, the scaled index value being determined with a first formula when the index value is below a predetermined threshold index value, the scaled index value being determined with a second formula when the index value is above the predetermined threshold index value. The method includes determining a share-weighted index value based on the share value and the scaled index value.