While this article below does not paint the entire picture, it does mention comScore is only one source and others are required to see what’s going on, it does spark an interesting conversation.

With an online economy driven by advertising demand and not necessarily demand for your product or service how do you plan and compete?

Check out the article: 

http://www.emarketer.com/Article.aspx?id=1005997&src=article1_newsltr .