More details on this morning's NYT tracking article
Such targeted advertising requires data, so there’s a good argument to be made that we can spot the companies that will lead the pack in online advertising by looking at the depth of data that large media companies can collect about each of their Web visitor. Here is some more detail about the methodology comScore and I came up with:
The comScore study tallied five types of “data collection events” on the Internet for 15 large media companies. Four of these events are actions that occur on the sites the media companies run: Pages displayed, search queries entered, videos played, and advertising displayed. Each time one of those four things occurs, there is a conversation between the user’s computer and the server of the company that owns the site or serves the ad.