Consolidated Review of Follow the Money: Understanding Economics of Online Aggregation and Advertising

1. Classifying various internet users and determining the properties of users that generate the most revenue, 2. Evaluating publisher profits and determining the properties that makes one publisher more profitable. 3. Determining the impact of users' taking action to prevent aggregators from collecting information -which revenue declines by a large fraction. All finds are extremely useful, the third shows that aggregators have a vested interest to collect data and would not willing participate in schemes that reduce the amount of information collected. The first two can help community as we attempt to model various aspect of the online advertising ecosystem.