Seems like this is breaking out all of the web, we went from measuring audience by sampling to measuring the actual audience, then moved away from measuring whether or not someone was there to were they paying attention and for how long, and now we are moving beyond attention to interaction, as in what exactly are they doing with our content.

As it relates to the Hollywood writers strike, I never sized it up in these terms but now that I have it makes a lot more sense to me.

In the new “Internet” age, for the first time, very exact accounting will be possible. Of course the advertisers will demand such exact accounting. Servers will be able to count the “hits” on any download very exactly. So potential residuals can potentially be calculated to the fraction of a dollar.

[From Deadline Hollywood Daily » Eric Bogosian: Hollywood CEOs Fear Internet’s “Greater Exact Accounting”]