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

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<mailto:ed@felten.com>>
Date: Friday, September 28, 2012 1:48 AM
To: Chris Mejia - IAB <chris.mejia@iab.net<mailto:chris.mejia@iab.net>>
Cc: W3C DNT Working Group Mailing List <public-tracking@w3.org<mailto: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<mailto: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