E-Scan's initial survey sample is 3,000 of the 55,000 U.S. households that voluntarily use Information Resources' handheld ScanKey device to scan their supermarket and drugstore purchases and send in the data in exchange for prizes and other incentives. The 3,000 homes have installed Media Metrix software on their PCs to track their Web usage and purchases.
Advertisers are very interested in knowing that.
Greenberg likens the Web at the end of the 1990s to the early days of television. We'll see many new models develop, particularly as usage data becomes more sophisticated. We think that's very appealing.