Abstract: A system and method for performing demographic verification of an advertising campaign are provided. The method comprises generating a demographic profile for each user in a group of users; analyzing demographic profiles of viewers of the advertising campaign to determine at least a campaign reach of the advertising campaign, wherein the viewers of the advertising campaign are a subset of the users in the group of users; comparing the determined demographic campaign reach to at least one target audience attribute defined in a media plan of the advertising campaign; and verifying at least a demographic campaign reach based on the comparison.

Abstract: A system and method for classifying a uniform resource locator (URL) is provided. A URL may be semantically analyzed to produce an analysis result. An advertisement-related classification parameter may be associated with the URL based on the analysis result. The classification parameter may be used in a real time bidding (RTB) process for advertising in a webpage associated with the URL.