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

From: Ed Felten <ed@felten.com>
Date: Thu, 27 Sep 2012 20:48:45 -0400
Message-ID: <CANZBoGhp2HfVWuv6vkRycEKzda8i7xk2z_obF2MsyfHVHM2QnQ@mail.gmail.com>
To: Chris Mejia <chris.mejia@iab.net>
Cc: W3C DNT Working Group Mailing List <public-tracking@w3.org>
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 00:49:29 UTC

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