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Re: ISSUE-28: MRC presentation

From: Jeffrey Chester <jeff@democraticmedia.org>
Date: Fri, 02 Nov 2012 10:43:33 -0400
Cc: "Dobbs, Brooks" <Brooks.Dobbs@kbmg.com>, Rigo Wenning <rigo@w3.org>, "public-tracking@w3.org" <public-tracking@w3.org>, Chris Mejia <chris.mejia@iab.net>, Ed Felten <ed@felten.com>
Message-id: <BF4A613F-2BAC-424B-8B60-61831211BB14@democraticmedia.org>
To: Alan Chapell <achapell@chapellassociates.com>
Alan:    Suddenly there is a request to have MRC present.  That's new for this process and I want to make sure there's sufficient information on the MRC.  This is different that what you are proposing.  


Jeffrey Chester
Center for Digital Democracy
1621 Connecticut Ave, NW, Suite 550
Washington, DC 20009
www.democraticmedia.org
www.digitalads.org
202-986-2220

On Nov 2, 2012, at 10:40 AM, Alan Chapell wrote:

> Jeff, I'm a bit confused. 
> 
> I agree that we have experts in this group. But then why do we need outside experts to evaluate MRC, but don't need them to evaluate the impact of DNT? 
> 
> From: Jeffrey Chester <jeff@democraticmedia.org>
> Date: Friday, November 2, 2012 10:37 AM
> To: Alan Chapell <achapell@chapellassociates.com>
> Cc: "Dobbs, Brooks" <Brooks.Dobbs@kbmg.com>, Rigo Wenning <rigo@w3.org>, "public-tracking@w3.org" <public-tracking@w3.org>, Chris Mejia <chris.mejia@iab.net>, Ed Felten <ed@felten.com>
> Subject: Re: ISSUE-28: MRC presentation
> 
>> I don't support that, Alan.  We have experts in the group.  But if we are going to suddenly invite the MRC to present, we need balance.
>> 
>> 
>> 
>> Jeffrey Chester
>> Center for Digital Democracy
>> 1621 Connecticut Ave, NW, Suite 550
>> Washington, DC 20009
>> www.democraticmedia.org
>> www.digitalads.org
>> 202-986-2220
>> 
>> On Nov 2, 2012, at 10:32 AM, Alan Chapell wrote:
>> 
>>> Hi Jeff - 
>>> 
>>> An interesting point. I've been thinking about an analogous situation. It is becoming increasingly apparent to me that there will significant consequences to this group's final output. And at least to my knowledge, there has been little if any analysis on the impact the DNT spec will have on the myriad of stakeholders. It seems like inviting a group of experts to analyze the impact of DNT would be useful in ensuring that our work has the indented effect.
>>> 
>>> Would you support a proposal for such an analysis?  
>>> 
>>> 
>>> Alan
>>> 
>>> From: Jeffrey Chester <jeff@democraticmedia.org>
>>> Date: Friday, November 2, 2012 9:32 AM
>>> To: "Dobbs, Brooks" <Brooks.Dobbs@kbmg.com>
>>> Cc: Rigo Wenning <rigo@w3.org>, "public-tracking@w3.org" <public-tracking@w3.org>, Chris Mejia <chris.mejia@iab.net>, Ed Felten <ed@felten.com>
>>> Subject: Re: ISSUE-28: MRC presentation
>>> Resent-From: <public-tracking@w3.org>
>>> Resent-Date: Fri, 02 Nov 2012 13:33:33 +0000
>>> 
>>>> I strongly believe we need a balanced discussion, and that MRC needs to be analyzed by independent expert observers in relation to what we are doing.  If we going to invite MRC in to speak, I strongly urge us to invite a scholar not connected with industry.
>>>> 
>>>> Many thanks,
>>>> 
>>>> Jeff
>>>> 
>>>> 
>>>> Jeffrey Chester
>>>> Center for Digital Democracy
>>>> 1621 Connecticut Ave, NW, Suite 550
>>>> Washington, DC 20009
>>>> www.democraticmedia.org
>>>> www.digitalads.org
>>>> 202-986-2220
>>>> 
>>>> On Nov 2, 2012, at 9:16 AM, Dobbs, Brooks wrote:
>>>> 
>>>>> Jeff,
>>>>> 
>>>>> I hear you on wishing to discuss all of this, and I don't want to suggest
>>>>> that it shouldn't get proper consideration, but in the name in keeping
>>>>> issues bite size can we at least start the MRC discussion focused to
>>>>> "traditional" online measurement?
>>>>> 
>>>>> I'd like to start by just hearing from MRC what they need to validate
>>>>> "normal" CPM impression counting. Once we get an understanding of this, we
>>>>> could then go into the need for cross platform or viewable impression
>>>>> measurements or other issues that build off the base.
>>>>> 
>>>>> Again, not trying to limit any discussion here, just trying to order the
>>>>> line of inquiry a little to make sure we walk before we run.
>>>>> 
>>>>> -Brooks
>>>>> 
>>>>> 
>>>>> -- 
>>>>> 
>>>>> Brooks Dobbs, CIPP | Chief Privacy Officer | KBM Group | Part of the
>>>>> Wunderman Network
>>>>> (Tel) 678 580 2683 | (Mob) 678 492 1662 | kbmg.com
>>>>> brooks.dobbs@kbmg.com
>>>>> 
>>>>> 
>>>>> 
>>>>> This email – including attachments – may contain confidential information.
>>>>> If you are not the intended recipient,
>>>>> do not copy, distribute or act on it. Instead, notify the sender
>>>>> immediately and delete the message.
>>>>> 
>>>>> 
>>>>> 
>>>>> On 11/2/12 8:51 AM, "Jeffrey Chester" <jeff@democraticmedia.org> wrote:
>>>>> 
>>>>>> I have discussed the need to place what MRC is doing in the context of
>>>>>> its current work on cross-platform targeting measurement, including the
>>>>>> ad/media industry's 3MS initiative.  We need to invite independent
>>>>>> outside experts who can help us discuss MRC.
>>>>>> 
>>>>>> As you may know, MRC is coordinating the 3MS (Making Measurement Make
>>>>>> Sense) initiative "created by the ANA, the 4As and the IAB to tackle the
>>>>>> big issues surrounding cross-media measurement in a digital age.  Those
>>>>>> steps include the shift from an ad impression served model to one of
>>>>>> “viewable impressions” – a standard in which at least 50% of an ad is
>>>>>> viewable to a consumer for at least one second, the transition to an
>>>>>> “e-GRP” for cross-platform measurement." [cite via Mediapost]
>>>>>> 
>>>>>> Cross platform measurement tracking with analytics used to improve
>>>>>> targeting in campaigns has a direct impact on our work, I believe.  I am
>>>>>> happy to ask leading online ad scholars whether they wish to be on a call
>>>>>> if we have a MRC discussion.
>>>>>> 
>>>>>> More info on 3MS here: http://www.iab.net/mmms;
>>>>>> http://www.measurementnow.net/benefits.html
>>>>>> 
>>>>>> Jeff
>>>>>> 
>>>>>> 
>>>>>> 
>>>>>> 
>>>>>> Jeffrey Chester
>>>>>> Center for Digital Democracy
>>>>>> 1621 Connecticut Ave, NW, Suite 550
>>>>>> Washington, DC 20009
>>>>>> www.democraticmedia.org
>>>>>> www.digitalads.org
>>>>>> 202-986-2220
>>>>>> 
>>>>>> On Nov 1, 2012, at 6:36 PM, Rigo Wenning wrote:
>>>>>> 
>>>>>>> Chris, 
>>>>>>> 
>>>>>>> here is the reminder that you wanted to try to find someone in MRC
>>>>>>> who could present to the Working Group.
>>>>>>> 
>>>>>>> I think the best would be to get a set of questions to him/her. A
>>>>>>> presentation and Q&A session would be done during the TP WG call.
>>>>>>> 
>>>>>>> I encourage Ed and others to help with the questions. I remember the
>>>>>>> following: 
>>>>>>> 
>>>>>>> 1/ How does opt-out work with MRC? Is data collection mandatory?
>>>>>>> 2/ Is MRC collecting identified or identifiable data?
>>>>>>> 3/ If 2/ is yes, are there plans to change that in the foreseeable
>>>>>>> future?
>>>>>>> 
>>>>>>> Chris, feel free to suggest changes if you find the questions too
>>>>>>> provocative (I find them exploratory as I don't know nothing about
>>>>>>> MRC). 
>>>>>>> 
>>>>>>> I talked to the chairs and Aleecia also said it is a good idea. So
>>>>>>> can you help us to make this happen?
>>>>>>> 
>>>>>>> Rigo
>>>>>>> 
>>>>>>> On Friday 26 October 2012 16:05:06 Chris Mejia wrote:
>>>>>>>> Hi Rigo,
>>>>>>>> 
>>>>>>>> A quick note to let you know that I'm not ignoring this, just very
>>>>>>>> busy with other business today (non-W3C-related), so I'll get
>>>>>>>> back to you when my head is above water.  If you don't hear back
>>>>>>>> from me before mid next week, please feel free to ping me again.
>>>>>>>> 
>>>>>>>> Best,
>>>>>>>> 
>>>>>>>> Chris
>>>>>>>> 
>>>>>>>> Chris Mejia | Digital Supply Chain Solutions | Ad Technology Group
>>>>>>>> | Interactive Advertising Bureau - IAB | chris.mejia@iab.net |w
>>>>>>>> 212-380-4711
>>>>>>>> | c 347-949-8279 | Skype christopheramejia | AIM oskibearchris |
>>>>>>>> | Twitter
>>>>>>>> @oskibearchris | LinkedIn http://www.linkedin.com/in/chrismejia
>>>>>>>> 
>>>>>>>> On 10/26/12 5:13 AM, "Rigo Wenning" <rigo@w3.org> wrote:
>>>>>>>>> Chris,
>>>>>>>>> 
>>>>>>>>> can you please indicate a person at MRC that we can invite for a
>>>>>>>>> presentation?
>>>>>>>>> 
>>>>>>>>> Rigo
>>>>>>>>> 
>>>>>>>>> On Thursday 25 October 2012 16:17:24 Chris Mejia wrote:
>>>>>>>>>> Ed, respectfully, I had posted answer (before you asked your
>>>>>>>>>> question)‹ I guess you must have missed it when conducting your
>>>>>>>>>> research.  Let's follow-up offline and I'll be happy to point
>>>>>>>>>> you
>>>>>>>>>> to it.
>>>>>>> 
>>>>>> 
>>>>>> 
>>>>> 
>>>> 
>> 
Received on Friday, 2 November 2012 14:44:09 UTC

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