A. The demographic data comes from a third-party provider that is enabled in your project. By default, the data will come from Eyeota. 

You also have the ability to change providers, such as Bombora and Experian shown below:

If you have any questions or would like to know about other third-party providers, please contact customer support by emailing support@permutive.com or chat with the Customer Operations Team via the LiveChat icon in the bottom right corner of your screen.