Imbruce has created an ambitious advertising program by offering banner ads and "immersive" campaigns to major clients including Dell, Citibank and General Motors, who target chunks of their advertising budgets at college students.

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More work remains to address persistent causes of undercounting, such as poverty, mobility, language isolation, low levels of education, and general awareness of the survey, in addition to duplicate counts among the elderly and college students living away from home.

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Dr John Dunford, general secretary of the Association of School and College Leaders, says they will "cease to take students through the answer".

BBC: Achievements mask school divide