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Re: MRC Industry Standards for Data Retention = 1-year

From: Ed Felten <ed@felten.com>
Date: Fri, 28 Sep 2012 08:06:32 -0400
Message-ID: <CANZBoGiUFD4YFB=xS0g6QVgwZaQdTWHKRAGCfi6nfxnwN8sGrA@mail.gmail.com>
To: Chris Mejia <chris.mejia@iab.net>
Cc: W3C DNT Working Group Mailing List <public-tracking@w3.org>, Mike Zaneis <mike@iab.net>
Thanks for answering my first question, Chris.   I'm still curious about my
second question, which I'll rephrase slightly:  Do you read the MRC
document as requiring companies to collect (e.g. tracking) data from users
who do not want to participate?

On Fri, Sep 28, 2012 at 7:19 AM, Chris Mejia <chris.mejia@iab.net> wrote:

>   Hi Ed,
>   My interpretation is that the party seeking MRC accreditation should
> store the URLs associated with circulation/audience counts (the "source
> data") for future verification for a period of 11-months + the month of
> collection (12-months).  What's your interpretation?
>  Chris Mejia | Digital Supply Chain Solutions | Ad Technology Group |
> Interactive Advertising Bureau – IAB
>     From: Ed Felten <ed@felten.com>
> Date: Friday, September 28, 2012 1:48 AM
> To: Chris Mejia - IAB <chris.mejia@iab.net>
> Cc: W3C DNT Working Group Mailing List <public-tracking@w3.org>
> Subject: Re: MRC Industry Standards for Data Retention = 1-year
>  Chris, do you read the MRC document as requiring that tracking data be
> retained for one year?   Do you read it as requiring tracking data to be
> collected from opted-out users?
> On Thu, Sep 27, 2012 at 7:39 PM, Chris Mejia <chris.mejia@iab.net> wrote:
>>   I believe it was Jeff Chester who asked if I would research this and
>> come back to the working group with the results:
>>  According to the Media Rating Council (MRC), the normal retention
>> period for "source data" required for industry accreditation of third-party
>> audience estimates is 1-year, as documented in their published standards: "
>> *Minimum Standards for Media Rating Research*" (available for download
>> at http://mediaratingcouncil.org/MRC%20Standards.htm).  Depending on the
>> case however (and on a case-by-case basis), special concessions may be made
>> outside of this standard from time to time as deemed appropriate by the
>> CPAs/auditor and the MRC.
>>  *About the MRC, their mission and authority:*
>> *
>> In the early 1960’s a U.S. Congressional Committee held hearings on the
>> purpose and accuracy of audience research and considered regulation related
>> to the TV and Radio industries.  These public hearings are commonly
>> referred to as the “Harris Committee Hearings on Broadcast Ratings.”  After
>> investigation and extensive testimony the Committee determined that
>> Industry self-regulation, including independent audits of rating services
>> was preferable to government intervention.  The Harris Committee hearings
>> resulted in the formation of an Industry-funded organization to review and
>> accredit audience rating services called the Broadcast Rating Council (now
>> referred to as the MRC).
>> Aligned with the actions deemed necessary by the House Committee, the
>> activities of the MRC include:
>>    - The establishment and administration of Minimum Standards for
>>    rating operations;
>>    - The accreditation of rating services on the basis of information
>>    submitted by such services; and
>>    - Auditing, through independent CPA firms, of the activities of the
>>    rating services.
>> *
>>  The Media Rating Council seeks to improve the quality of audience
>> measurement by rating services and to provide a better understanding of the
>> applications (and limitations) of rating information.  The Bylaws of the
>> MRC document the organization’s mission as: “to secure for the media
>> industry and related users audience measurement services that are valid,
>> reliable and effective; to evolve and determine minimum disclosure and
>> ethical criteria for media audience measurement services; and to provide
>> and administer an audit system designed to inform users as to whether such
>> audience measurements are conducted in conformance with the criteria and
>> procedures developed.”  This mission was established with the support of
>> the House Committee.
>>  More on the MRC at http://mediaratingcouncil.org/History.htm
>>  Chris Mejia | Digital Supply Chain Solutions | Ad Technology Group |
>> Interactive Advertising Bureau - IAB
Received on Friday, 28 September 2012 12:07:20 UTC

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