Re: Revised text issue 25: Aggregated data collection and use for audience measurement research: ACTION 415

I agree with Justin that the rationale lacks substantive justification.   In addition, Mr. Chassin's presentation was unpersuasive (and actually raised more questions than he answered).  Peter, I believe, had some questions regarding his presentation.

Nor am I convinced based on the scant evidence that this isn't about users--for after all, the measurement will ultimately impact how users are treated (even through their personnas which I consider the equivalent).  The duration of the data is also excessive.

Given the changing dimensions of the measurement paradigm to total cross platform tracking (for targeting purposes), the measurement community needs to provide more information and a more sharply defined proposal that protects DNT: 1 users.

I have sent this to Prof. Turow and will send his response as well.





Jeffrey Chester
Center for Digital Democracy
1621 Connecticut Ave, NW, Suite 550
Washington, DC 20009
www.democraticmedia.org
www.digitalads.org
202-986-2220

On Jun 18, 2013, at 3:22 PM, Justin Brookman wrote:

> Feel free to distribute to whole group, but one of the primary criticisms I have heard from the beginning about this text is that "pseudonymized" is nowhere defined.  Probably too late to address that at this stage, but I believe it will have to be addressed if there's any chance of being accepted into the specification.
> 
> Also, more specific information about why this calibration is necessary would be very helpful.  The mental standard I've been using for permitted uses is purposes that are strictly necessary for the web (including contextual advertising) to work.  I don't feel you've made the case why calibration of panels falls into that category, other than vague pronouncements that "advertising will go away without it."  Chanin's powerpoint only uses hypothetical figures and vague demands from Randall Rothenberg.  It just doesn't seem intuitive given that other media seem to work without such calibration; I think the burden is on your side especially given that you're looking to supersede user's affirmative decision to opt out of your tracking.
> 
> On Jun 18, 2013, at 3:06 PM, "Kathy Joe" <kathy@esomar.org> wrote:
> 
>> Dear Justin and Jeff,
>> 
>> I enclose a text that we had prepared following a call with Susan and then with our team earlier this month but which unfortunately got stuck because Susan had planned to consult some other people but wasn't able to progress it because of work priorities.
>> 
>> The wording has been clarified in the normative section to enable research companies to adjust the census data based on the general categories from the panel data to ensure accurate counts of reach and frequency for an ad., see slides 15 and 16 of the comScore presentation.
>> 
>> And if needed, this non-normative text to explain the use of panel data to calibrate census data as an additional sentence added to paragraph 2 in the non-normative section.
>> “ Aggregate results from the panel can also be applied to the hits counted for specific content to describe the general character of the audience for that content”
>> 
>> To move this along, I propose to send this to the wider group so they have a chance to see it before tomorrow's call. 
>> 
>> With best regards
>> 
>> Kathy Joe,
>> Director, International Standards and Public Affairs
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>>  
>> <7 June 2013 DNT W3C Revised text Issue 25 Aggregated data collection and use for audience measurement research[2].doc><May 2013 Josh Chasin W3C[1].pptx>
>