Re: ISSUE 25: ACTION 415: Audience measurement research

Thanks for this and I am sorry I didn't see the call information.  Question for the group.  Is this proposed permitted use only for all panel-based research and not for the wide range of audience measurement and market research performed today?  This


Jeffrey Chester
Center for Digital Democracy
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Washington, DC 20009
www.democraticmedia.org
www.digitalads.org
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On Jul 2, 2013, at 12:05 PM, Kathy Joe wrote:

> 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:
>  
> ‘Calibrate, validate or calculate through’ 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.
>  
> ‘Must not be used for any other independent purposes including changing an individual’s user experience or building a profile for ad targeting purposes’. 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
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