Attributor is a new company that scans the web for a publisher's content. For example, it can track how many times and where people have put up content from Harry Potter and the Deathly Hallows.
While Attributor seems interested in helping publishers with marketing and sales (if someone is posting book content somewhere, it's possible that the people who are reading it may want to buy the book, especially if only part of it is posted). However, publishers seized on the idea of using the application for copyright compliance reasons. Big surprise there.
According to the article in Publishers Weekly, tests have been done to track unauthorized copying of recipes and song lyrics as well.