RE: ACTION 124

Lee,

Not any more than it already does today.  Many publishers self-serve ads once they reach scale if the economics make sense to them (Facebook’s model is already completely 1st party, for example).

- Shane

From: Lee Tien [mailto:tien@eff.org]
Sent: Wednesday, February 22, 2012 10:29 AM
To: Shane Wiley
Cc: Jeffrey Chester; Amy Colando (LCA); JC Cannon; public-tracking@w3.org
Subject: Re: ACTION 124

I may be missing a nuance or two, but doesn't this incentivize shifting ads (and aggregation of tracking data) toward first parties?

Lee

Sent from my iPhone

On Feb 22, 2012, at 9:16 AM, Shane Wiley <wileys@yahoo-inc.com<mailto:wileys@yahoo-inc.com>> wrote:
Jeff,

NO – if a 3rd party is serving the ad on Yahoo!, then DNT is observed (3rd party context).  What I called out is only when Yahoo! is both the server and recipient of an ad – then it has 1st party protection.

- Shane

From: Jeffrey Chester [mailto:jeff@democraticmedia.org]
Sent: Wednesday, February 22, 2012 9:09 AM
To: Shane Wiley
Cc: Amy Colando (LCA); JC Cannon; public-tracking@w3.org<mailto:public-tracking@w3.org>
Subject: Re: ACTION 124

The use of all this data for ad targeting on Yahoo (Google, Microsoft, etc) is the concern on First party and DNT.
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 12:04 PM, Shane Wiley wrote:



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<mailto: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