Re: ACTION-267 - Propose first/third party definitions from existing DAA documents

Thanks, Thomas.  To be clear, the DMA is one of the founding associations that make up the board of the DAA...and, of course, DMA acts as one of the advocacy and enforcement bodies for the DAA.  That said, very glad -- of course -- to have my colleague Lou echo the importance of having DAA definitions included in anything that the TPWG seeks to put forth.

And very best,

Sent from my iPad

On Oct 10, 2012, at 9:48 AM, "Thomas Roessler" <<>> wrote:

Thanks, Rachel.

Lou -- I believe that the DAA (not the DMA) holds the IPR rights over its principles.  Please indicate whether the DAA is comfortable with this being a contribution to the Working Group.

Thank you,
Thomas Roessler, W3C <<>> (@roessler<>)

On 2012-10-09, at 16:15 -0400, Rachel Thomas <<>> wrote:

Folks – As promised, I am submitting the Digital Advertising Alliance (DAA) definitions of “first party” and “third party” for consideration / inclusion in section 3.5<> (“First and Third Parties”) of the W3C TPWG "Tracking Compliance and Scope” document.  Below are both formal definitions and related commentary from the DAA Self-Regulatory Principles for Multi-Site Data<>.


Definition: A First Party is the entity that is the owner of the Web site or has Control over the Web site with which the consumer interacts and its Affiliates.

Commentary: The actions of agents and other entities that similarly perform business operations of First Parties are treated as if they stand in the shoes of First Parties under these Principles and thus such actions are not included in Multi-Site Data.


Definition: An entity is a Third Party to the extent that it collects Multi-Site Data on a non-Affiliate’s Web site.

Commentary:  As described in the OBA Principles, in certain situations where it is clear that the consumer is interacting with a portion of a Web site that is being operated by a different entity than the owner of the Web site, the different entity would not be a Third Party for purposes of the Principles, because the consumer would reasonably understand the nature of the direct interaction with that entity. The situation where this occurs most frequently today is where an entity through a “widget” or “video player” enables content on a Web site and it is clear that such content and that portion of the Web sites is provided by the other entity and not the First Party Web site. The other entity (e.g. the “widget” or “video player”) is directly interacting with the consumer and, from the consumer’s perspective, acting as a First Party. Thus, it is unnecessary to apply to these activities the Principles governing data collection and use by Third Parties with which the consumer is not directly interacting.

Very best,

Rachel Nyswander Thomas
Vice President, Government Affairs
Direct Marketing Association
(202) 861-2443 office
(202) 560-2335 cell<>

Join us at DMA2012 Conference and Exhibition
The Global Event for Real-Time Marketers
October 13-18, 2012 | Las Vegas, NV
Register NOW & SAVE up to $200 |<>

Received on Wednesday, 10 October 2012 14:32:21 UTC