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Q: How were you determining the demographics per individual query?

A: The information was being determined by using the Adlabs Demographics Prediction tool from MSN Adlabs.

Q: How can MSN Ad Labs determine the gender of site visitors/converters? Was their a lead generation form that included a gender field?

A: The Adlabs Demographics Prediction Tool gathers data from users of the Microsoft Passport Network, some manual data, and a few other sources.