Business Week writes:
The race is on to find new ways to track customer behavior. Advertisers and agencies are progressing far beyond the standard arithmetic of counting clicks and page views. They’re tracking the to-and-froing of the mouse on Web pages, and they’re finding new ways to group shoppers by age, Zip Code, and reading habits. CEO David S. Rosenblatt of DoubleClick Inc., which serves up some 200 billion ads a month for customers, says that every campaign now allows for 50 different types of metrics. One New York advertising company, TACODA Systems Inc., is set to wire a group of web surfers with brain scanners to see which ads register in their minds.
This flood of new measurements is likely to roil the Internet ad industry. Until recently, the data have primarily shed light on the ads customers see and click. But the details pouring in are sure to provide a far more thorough understanding of the Internet players themselves: which ones assemble the best overall portraits of customer behavior, and which ones fall short.