Following up on this action, as part of a series of calls, the two most
recent amendments to the normative text were discussed today in a call with
Rigo Wenning, Susan Israel, Richard Weaver and Adam Phillips where it was
clarified:
ŒCalibrate, validate or calculate throughı Susan noted this was added to
more clearly express that the panel data is used to better understand the
census data, in addition to the census data being used to calibrate the
panel data so that each informs the other. This does not radically change
the process - it just describes it more clearly.
ŒMust not be used for any other independent purposes including changing an
individualıs user experience or building a profile for ad targeting
purposesı. This had already been added to cover concerns like those that
have been expressed on the list by Rigo and Jeff Chester, which Rigo further
explained to us on the call -- that an audience measurement research
permitted use would allow data to be collected and used for another purpose,
ie to change a piece of advertising inflight or for addressability to
particular, small target groups based on user profiles, with the potential
for abuse, such as through redlining or offering different prices to users
with different profiles. This is not the purpose of, and is excluded from
the AMR permitted use, which is to provide a general measurement of an
audience (ie the number of viewers and general characteristics of the
audience that saw a piece of content). The only use of AMR to determine any
pricing would be that a web site owner could charge an advertiser or media
buyer a higher rate based on traffic to a website.
Comments are welcome and we will arrange additional calls with Justin
Brookman and Jeff Chester.
Kathy Joe,
Director, International Standards and Public Affairs
Atlas Arena, 5th floor
<http://www.esomar.org/>
Hoogoorddreef 5
1101 BA Amsterdam
The Netherlands
Tel: +31 20 664 2141
www.esomar.org <http://www.esomar.org/>
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