This document discusses analyzing the structure and users of the internet through network analysis. It presents internet and the world wide web as networks that can be studied. It also describes two approaches to measuring internet activity and audiences - server-centric log analysis and user-centric surveys. The document then proposes a method of using cookie-pixel technology to collect web usage data from multiple sites to create a two-mode network model of users visiting websites. This could provide insights but also raises privacy issues regarding individual data collection that require legal compliance.

1. Web fragmentation a network analysis approach Gašper Koren, Matej Kovačič Faculty of Social Sciences, University of Ljubljana Zenel Batagelj CATI – Marketing, Media and Social Research & Consulting University of Ljubljana Faculty of social sciences

5. Cookie-Pixel based technology Central (AD/Measurement)‏ Server Main Cookie-Pixel DATABASE Server B - Pixel ID: B Server C – Pixel ID: C Server A - Pixel ID: A

7. WWW as Two-Mode Network Relation: User visiting Web Site Set 2 Web Sites Set 1 Visitors Complete Network of Web Sites Relation: Common User of two Web Sites Complete Network Web Site Visitors Relation: Visiting common Web site

10. 28 Verticies (Web Sites)‏

13. Web sites with more than 3,000 common users

14. Web sites with more than 5,000 common users

15. Web sites with more than 6,000 common users

16. Web sites with more than 12,000 common users