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

Susan:  Rigo makes very important points, and underscores why this is a very difficult issue to resolve given the accelerated timeframe for DNT.  I hope there is a response on the measurement data categories and their actual and proposed uses.  In addition, I wrote to Peter this morning, the following:

The data collected from DNT related measurement will be used to target people, in my opinion, even ultimately the original person who sent DNT:1 (whose data is analyzed so the campaign can be refined).  In an era of real-time and cross platform measurement (see links from Nielsen below), where user interactions--not just "viewing" is gathered and analyzed, the goal of such measurement is the real-time refinement of campaigns.  That impacts the user experience and personal integrity of those who want to be treated as privacy sensitive DNT:1in my view.

The measurement industry has failed to bring reliable independent experts to the table.  It's clear we need to have a more informed and larger focused discussion, including identifying the range of "products" derived from the research (today and including the significant cross-media and digital transformation of the measurement industry).

Yesterday, Nielsen announced an expansion of its service in the UK:  http://www.nielsen.com/us/en/press-room/2013/leading-brands-and-agencies-commence-uk-trials-to-measure-combin.html

You should also examine what they say here: http://www.nielsen.com/us/en/nielsen-solutions/nielsen-measurement/nielsen-online-measurement.html

With measurement built-into to user interaction for targeting a basic paradigm of contemporary digital experience, this issue needs much more work.

I propose that you find independent measurement experts with knowledge of the 3MS and other new approaches, and ask them to report to the working group on how this data could be actually used, despite the proposal made by Esomar.

Jeff



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 25, 2013, at 6:38 PM, Israel, Susan wrote:

> Rigo, I believe Kathy is on vacation so I am copying Richard who can forward the email to others at ESOMAR. 
> 
> -----Original Message-----
> From: Rigo Wenning [mailto:rigo@w3.org] 
> Sent: Tuesday, June 25, 2013 6:37 PM
> To: public-tracking@w3.org
> Cc: Kathy Joe
> Subject: Re: June change proposal: 5.2 Audience measurement Issue 25: ACTION 415
> 
> Hi Kathy, 
> 
> along the lines of email I sent earlier and repeatedly, please find 
> below my additional text suggestions:
> 
> On Friday 21 June 2013 16:12:14 Kathy Joe wrote:
>> 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.
> 
> € MUST not be aggregated into categories and buckets with less than 812 
> Members. 
> 
> == Rationale
> 
> Currently, I heard the rumor that audience measurement has more than 27k 
> categories. While audience measurement reporting is not 
> altering/targeting individuals, the fear remains that an abundant set of 
> categories will allow for targeting certain categories where the 
> targeting comes very near to singling out people by category. IMHO we 
> haven't gained much if we just transformed Joe Schmoo into category 
> 43DF994 (young, white, urbain, big spender, lower east-side). We don't 
> have to know people by name to use their data against them. This is the 
> reason to draw a line between the singling out and necessary statistical 
> measures in a democratic society. 
> 
> --Rigo
> 
>