How has the company done this? It’s working with Comscore/Media Metrix to stripe domains with Comscore’s panel-based demographic data. I’ll have more on this as I can (have to run to and Etech session) but I did speak with a SVP at Comscore about this, and find this move interesting given Microsoft AdCenter’s demographic plays, and Google’s ongoing tests of site specific targeting.
The Comscore deal is not exclusive – in other words, anyone else, IE Yahoo or MSFT, can cut a similar deal. (Hat tip to reader jboutros).