Abstract: A social networking system maintains characteristics with its users, with various characteristics, such as age, specified by the users (i.e., “asserted characteristics”). The social networking system selects content for a user based at least in part on the characteristics associated with the user. To account for potential inaccuracies in an asserted age of a user, the social networking system clusters users based on ages of other users connected to users. The online system receives verified ages for users in a cluster from a trusted third party system that maintains more accurate characteristics for users than the social networking system. By comparing the asserted ages for users in the cluster to the verified ages for users in the cluster, the social networking system determines an accuracy of the asserted ages for users in the cluster. The accuracy may be used when selecting content for the users.

Abstract: A social networking system maintains characteristics with its users, with various characteristics, such as age, specified by the users (i.e., “asserted characteristics”). The social networking system selects content for a user based at least in part on the characteristics associated with the user. To account for potential inaccuracies in an asserted age of a user, the social networking system clusters users based on ages of other users connected to users. The online system receives verified ages for users in a cluster from a trusted third party system that maintains more accurate characteristics for users than the social networking system. By comparing the asserted ages for users in the cluster to the verified ages for users in the cluster, the social networking system determines an accuracy of the asserted ages for users in the cluster. The accuracy may be used when selecting content for the users.

Abstract: An online system generates metrics describing performance of a content item presented to its users by various entities based on a number of events associated with an exposed group of users presented with a content item and a control group of users not presented with the content item and similar to users of the exposed group. The online system receives information describing presentation of the content item to each user of the exposed group via client devices associated with users of the exposed group. The online system provides information used by the online system to identify each user in the exposed group and in the control group to a trusted third party, which identifies information describing events associated with the content item from one or more entities. Based on the identified information, a metric is generated to describe the effectiveness of the content item.

Abstract: An online system selects different geographic regions to evaluate content presented by the online system. The online system pairs a geographic region with another geographic region based on similarity of the geographic regions. To assist this pairing, the online system identifies users associated with locations within a threshold distance of different geographic regions and retrieves demographic and other characteristics of users associated with locations within the threshold distance of one or more geographic regions. Based on the retrieved characteristics and characteristics of the geographic regions, the online system generates vectors for different geographic regions. For each possible pairing of geographic regions, the online system computes a distance value and selects a pairing of geographic regions based on the distance values. For example, the online system selects a pair of geographic regions associated with a minimum distance value.

Abstract: A first data set associated with a first group of users is accessed. The first data set includes demographic data, online behavior data, and additional user data associated with the users in the first group. A second data set associated with a second group of users is accessed. The second data set includes demographic data and online behavior data but not additional user data associated with the users in the second group. One or more sets of matched users are determined based on the demographic data and online behavior data included in the first data set and the demographic data and online behavior data included in the second data set. Each set includes a user from the first group matched with a user from the second group. Based on the one or more sets of matched users, an augmented second data set that includes additional user data associated with the users in the second group is generated. One or more reports are generated based on the augmented second data set.

Abstract: An online system selects different geographic regions to evaluate content presented by the online system. The online system pairs a geographic region with another geographic region based on similarity of the geographic regions. To assist this pairing, the online system identifies users associated with locations within a threshold distance of different geographic regions and retrieves demographic and other characteristics of users associated with locations within the threshold distance of one or more geographic regions. Based on the retrieved characteristics and characteristics of the geographic regions, the online system generates vectors for different geographic regions. For each possible pairing of geographic regions, the online system computes a distance value and selects a pairing of geographic regions based on the distance values. For example, the online system selects a pair of geographic regions associated with a minimum distance value.

Abstract: An online system generates metrics describing performance of a content item presented to its users by various entities based on a number of events associated with an exposed group of users presented with a content item and a control group of users not presented with the content item and similar to users of the exposed group. The online system receives information describing presentation of the content item to each user of the exposed group via client devices associated with users of the exposed group. The online system provides information used by the online system to identify each user in the exposed group and in the control group to a trusted third party, which identifies information describing events associated with the content item from one or more entities. Based on the identified information, a metric is generated to describe the effectiveness of the content item.

Abstract: A social networking system maintains characteristics with its users, with various characteristics, such as age, specified by the users (i.e., “asserted characteristics”). The social networking system selects content for a user based at least in part on the characteristics associated with the user. To account for potential inaccuracies in an asserted age of a user, the social networking system clusters users based on ages of other users connected to users. The online system receives verified ages for users in a cluster from a trusted third party system that maintains more accurate characteristics for users than the social networking system. By comparing the asserted ages for users in the cluster to the verified ages for users in the cluster, the social networking system determines an accuracy of the asserted ages for users in the cluster. The accuracy may be used when selecting content for the users.

Abstract: A polling system polls users of mobile devices to measure the impact of advertisements provided by another system on user attitudes and provides a common comparison metric to advertisements being measured by the polling system. The polling system maintains user demographics information of users of the polling system and stores a device identifier for users logged in to the polling system or a related service. When a mobile device accesses an advertisement at a third party advertising provider, the polling system receives an advertisement identifier for the advertising impression and a device identifier for the device providing the impression. The polling system matches received device identifiers with device identifiers for logged-in users to identify when a user of the polling system receives advertisements by third party systems. The polling system provides advertisements to the users, polls the users relating to the advertiser, and calculates a lift metric measuring advertising effectiveness.

Abstract: A first data set associated with a first group of users is accessed. The first data set includes demographic data, online behavior data, and additional user data associated with the users in the first group. A second data set associated with a second group of users is accessed. The second data set includes demographic data and online behavior data but not additional user data associated with the users in the second group. One or more sets of matched users are determined based on the demographic data and online behavior data included in the first data set and the demographic data and online behavior data included in the second data set. Each set includes a user from the first group matched with a user from the second group. Based on the one or more sets of matched users, an augmented second data set that includes additional user data associated with the users in the second group is generated. One or more reports are generated based on the augmented second data set.

Abstract: A first data set associated with a first group of users is accessed. The first data set includes demographic data, online behavior data, and additional user data associated with the users in the first group. A second data set associated with a second group of users is accessed. The second data set includes demographic data and online behavior data but not additional user data associated with the users in the second group. One or more sets of matched users are determined based on the demographic data and online behavior data included in the first data set and the demographic data and online behavior data included in the second data set. Each set includes a user from the first group matched with a user from the second group. Based on the one or more sets of matched users, an augmented second data set that includes additional user data associated with the users in the second group is generated. One or more reports are generated based on the augmented second data set.

Abstract: A first data set associated with a first group of users is accessed. The first data set includes demographic data, online behavior data, and additional user data associated with the users in the first group. A second data set associated with a second group of users is accessed. The second data set includes demographic data and online behavior data but not additional user data associated with the users in the second group. One or more sets of matched users are determined based on the demographic data and online behavior data included in the first data set and the demographic data and online behavior data included in the second data set. Each set includes a user from the first group matched with a user from the second group. Based on the one or more sets of matched users, an augmented second data set that includes additional user data associated with the users in the second group is generated. One or more reports are generated based on the augmented second data set.