June change proposal: 5.2 Audience measurement Issue 25: ACTION 415

Here is our change proposal to the TPC June Draft: text underlined indicates
proposed amendments since the last f2f meeting

Kathy Joe
 
5.2 Permitted Uses 
Current text: placeholder for audience measurement Issue 25
 
Proposed text:
Issue 25: Aggregated data collection and use for audience measurement
research 
 
Normative:
Information may be collected, retained and used by a third party for
audience measurement research where the information is used to calibrate,
validate or calculate through data collected from opted-in panels, which in
part contains information collected across sites and over time from user
agents.
 
A third party eligible for an audience measurement research permitted use
MUST adhere to the following restrictions. The data collected by the third
party:
 
€    Must be pseudonymised before statistical analysis begins, and
€    Must not be shared with any other party unless the data are
de-identified prior to sharing, and
€    Must be deleted or de-identified as early as possible after the purpose
of collection is met and in no case shall such retention, prior to
de-identification, exceed 53 weeks and
€    Must not be used for any other independent purpose including changing
an individual¹s user experience or building a profile for ad targeting
purposes. 
€    In addition, the third party must be subject to an independent
certification process under the oversight of a generally-accepted market
research industry organization that maintains a web platform providing user
information about audience measurement research. This web platform lists the
parties eligible to collect information under DNT standards and the audience
measurement research permitted use and it provides users with an opportunity
to exclude their data contribution.
 
Non-normative: collection and use for audience measurement research
Audience measurement research creates statistical measures of the reach in
relation to the total online population, and frequency of exposure of the
content to the online audience, including paid components of web pages.
 
Audience measurement research for DNT purposes originates with opt-in panel
output that is calibrated by counting actual hits on tagged content on
websites. The panel output is re-adjusted using data collected from a
broader online audience in order to ensure data produced from the panel
accurately represents the whole online audience. 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
 
This online data is collected on a first party and third party basis.
Audience measurement is centered around specific content, not around a user.
 
The collected data is retained for a given period for purposes of sample
quality control, and auditing.  During this retention period contractual
measures must be in place to limit access to, and protect the data, as well
as restrict the data from other uses. This retention period is set by
auditing bodies, after which the data must be de-identified.
 
The purposes of audience measurement research must be limited to:
 
·    Facilitating online media valuation, planning and buying via accurate
and reliable audience measurement.
·    Optimizing content and placement on an individual site.
 
The term ³audience measurement research² does not include sales,
promotional, or marketing activities directed at a specific computer or
device.  Audience measurement data must be reported as aggregated
information such that no recipient is able to build commercial profiles
about particular individuals or devices.

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

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