My understanding is that the content of a typical Web news site is assembled from a number of different servers and the advertising content depends on the browsing history from one particular client as detected by scripts that are served from an advert server - the 'tracking' mentioned in the OA.
My point is that deciding what the 'content' was that was protected might be difficult under those circumstances. Also which legal entity is going to do the 'protecting'? Suppose I'm reading The Verge: I'm sitting in the UK, and a lot of our internet traffic goes through a large interchange in Amsterdam. The Verge is based in US. See my point?