RE: ACTION 124

Jeff,

This is only when Yahoo! serves an ad on Yahoo! - nothing more.  All other transactions that occur on the Exchange do not gain 1st party status.  I believe your statement somehow misses that critical point.

- Shane

From: Jeffrey Chester [mailto:jeff@democraticmedia.org]
Sent: Wednesday, February 22, 2012 9:00 AM
To: Shane Wiley
Cc: Amy Colando (LCA); JC Cannon; public-tracking@w3.org
Subject: Re: ACTION 124

Thanks.  My point exactly.  First party status for "publisher" companies assembling far-reaching datasets due to many properties, inc. ad exchanges, raises concerns about DNT and First party.


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

On Feb 22, 2012, at 11:55 AM, Shane Wiley wrote:


Jeff,

I can answer this for Yahoo! as I suspect the answer may be the same.

First, an Ad Exchange (in our case RightMedia) is a neutral technology platform and has no independent rights to data that moves through the system (a pure "Service Provider").  With that in mind, the only data that would receive 1st party status would be that information that Yahoo! collects from the Exchange when used on Yahoo! (basically ads served within the Yahoo! Ad Network where Yahoo! is the Publisher).  All other transactions where Yahoo! is involved as an Ad Network where Yahoo! is not the Publisher, would be subject to the DNT signal (because Yahoo! is a 3rd party in that context).

Make sense?

- Shane

From: Jeffrey Chester [mailto:jeff@democraticmedia.org]
Sent: Wednesday, February 22, 2012 8:36 AM
To: Amy Colando (LCA); JC Cannon
Cc: public-tracking@w3.org<mailto:public-tracking@w3.org>
Subject: Re: ACTION 124

I have a question, which I hope we can discuss on call.  Under Microsoft's proposed definition of First Party, would all the data it plans to use for its Ad Exchange be exempt from any DNT request?

As one of your colleagues explained discussing Microsoft expansion of its Australia/NZ  ad exchange targeting:  "We are in the process of building a capability across our group of companies to effectively capture and use the wealth of data we have across our assets including Windows Live, Xbox, Cudo, iSelect, Rate City, Ticketek, Hoyts, Nine rewards and over 80 ninemsn sites. We would then be able to overlay this data offering onto our inventory."http://www.exchangewire.com/apac/2012/02/21/microsofts-marc-barnett-on-the-microsoft-advertising-exchange-in-australia-nz-relationships-with-third-party-buyers-and-channel-conflict/#more-15579