This is a nice story and research but I don’t think there’s any innovative tech here that allows for decentralized tracking across the web. Still, the findings are directionally interesting.
Pound, which stands for “Process for Optimizing and Understanding Network Diffusion,” uses an anonymous hash in the share URL to keep track of how a piece of content moves across networks. Nguyen says that BuzzFeed now stores more Pound data in a single day than all the other data the company has been collecting for content optimization since it was founded. Pound is capable of processing over 10,000 web requests per second.