Re: New text Issue 25: Aggregated data: collection and use for audience measurement research

Hi Kathy,

If you already take the position that you have a legitimate business interest to process the personal data, why do you need a exception under DNT? In that case you can ingnore DNT altogether.


Kathy Joe <> wrote:

>Hi Rob,
>Many thanks for your comments and yes we agree that panel members are a
>of out of band consent and outside the scope of DNT.
>As you know, we have proposed a very narrow case for audience
>research. Specific measures are described to limit access to and
>protect the
>raw data whilst it is being stored for a limited period through
>pseudonymisation and contractual measures. This case is also contingent
>data and aggregated reports not being used for other purposes and there
>being no return path to particular individuals or devices.
>We believe that these steps seek to be aligned with the underlying
>principles set out by the Art. 29 WP that can be summarized as a)
>pseudonymisation is an important approach to risk limitation and b)
>forms one of a number of legal grounds for processing, which includes
>legitimate interests.
>We believe that audience measurement research can be regarded as a
>legitimate interest as these impartial statistical measures promote
>trust in
>the buying and selling of online advertising which is the model by
>which the
>Internet remains free and accessible for all.
>As I understand it, the Global Considerations Berlin meeting will
>how W3C DNT could work in the EU context where first and third parties
>expressed in different terms and the E Privacy law is interpreted
>differently between member states. Such interpretations may even change
>the Netherlands where it has been questioned if the explicit consent
>is meaningful in providing citizens with a fundamental right to
>privacy, and
>thus is likely to transition to implied consent.
>Unfortunately I will not be able to attend the meeting in person but we
>think it would not be useful to discuss a narrow and specific use case
>as audience measurement research as a test case in an environment where
>much needs to be clarified first.
>Best regards
>Kathy Joe,
>From:  Rob van Eijk <>
>Date:  Wednesday, March 6, 2013 2:38 PM
>To:  Kimon Zorbas <>, Kathy <>, Peter
><>, "" <>,
>"" <>
>Subject:  Re: Fw: New text Issue 25: Aggregated data: collection and
>use for
>audience measurement research
>There are at least 2 approaches. Let me point out 2 of them: One that
>formalizes the concept of tracking by starting with a definition. I
>call this top - down. The other is finding out which phenomena are
>problematic and relevant. I would call this bottom up. The top - down
>approach needs a shared definition of tracking. The bottom - up
>does not need this at all.
>Kimon Zorbas <> wrote:
>> Once again, all points at agreeing on a definition of tracking.
>> Kind regards,
>> Kimon
>> ----- Reply message -----
>> From: "Rob van Eijk" <>
>> To: "Kimon Zorbas" <>, "Kathy Joe" <>,
>> "" <>, ""
>> <>, "" <>
>> Subject: Fw: New text Issue 25: Aggregated data: collection and use
>> audience measurement research
>> Date: Wed, Mar 6, 2013 2:22 pm
>> Hi Kimon,
>> Lets take audience measurement as a usecase in the Global
>> meeting next week, and work from there. If text comes out of that
>effort, we
>> will feed it back to Issue 25.
>> My stance for the moment is that a DNT must be a strong and
>meaningful DNT
>> that also takes into account fundamental rights to privacy, not just
>> that are geared toward legitimizing a business model that gave way to
>> expression to not wanting to be tracked in the first place.
>> RobvE
>> Kimon Zorbas <> wrote:
>>> Rob,
>>> we need audience measurement. It's THE part of internet that
>>> everything. It's only using data in aggregate and not about
>>> back to users.
>>> Why don't you tell us how you would like to change the text and we
>can work
>>> on wording, see if there can be a meaningful compromise?
>>> Kind regards,
>>> Kimon
>>> ----- Reply message -----
>>> From: "Rob van Eijk" <>
>>> To: "Kathy Joe" <>, ""
>>> <>, "" <>,
>>> "" <>
>>> Subject: Fw: New text Issue 25: Aggregated data: collection and use
>>> audience measurement research
>>> Date: Wed, Mar 6, 2013 2:02 pm
>>> Thanks Kathy,
>>> I want to add to the discussion that panel members are a form of out
>of band
>>> consent and can therefore be left out of scope for DNT.
>>> For users who have not opted-in to audience measurement, my position
>is that
>>> DNT must be meaningful. A wide interpretation of audience
>measurement under a
>>> generic exception for aggregated reporting should not be the way
>>> Talking shortly to David Stark on this, he suggested to increase
>>> by using a visible element on a page, instead of a hidden pixel. I
>think it
>>> is a great idea. It enables transparency, and is an important step
>>> convincing users to give consent to audience measurement.
>>> I will add to that, in the discussion here, that the pixel is not
>the right
>>> technology under DNT to fulfull the audience measurement need. My
>position is
>>> that if the technology is not capable of triggering an exception as
>>> in the technical spec, the way forward should not be to allow for
>>> limitation in technology throug an exception in the compliance spec.
>>> In short, I raise severe concerns against the proposed text.
>>> RobvE
>>> Kathy Joe <> wrote:
>>>> Here below is the revised text for issue 25 discussed with Justin
>and others
>>>> in the group with some modifications to take Justin's comments into
>>>> Information may be collected to create statistical measures of the
>reach in
>>>> relation to the total population, and frequency of exposure of the
>>>> to the online audience, including paid components of web pages. One
>>>> method is through using a panel of users who have affirmatively
>agreed to
>>>> have their media consumption and web surfing behavior measured
>across sites.
>>>> The panel output is calibrated by counting actual hits on tagged
>content and
>>>> re-adjusting the results in order to ensure data produced from the
>>>> accurately represents the whole audience. The counts must be
>>>> Counts are retained for sample, quality control, and auditing
>>>> during which time contractual measures mus!
>>>>  t be in
>>>> place to limit access to, and protect the data from other uses. A
>53 week
>>>> retention period is necessary so that month over month reports for
>a one
>>>> year period may be re-run for quality checking purposes, after
>which the
>>>> data must be de-identified. The counted data is largely collected
>on a first
>>>> party basis, but to ensure complete representation, some will be
>third party
>>>> placement. This collection tracks the content rather than involving
>>>> collection of a user's browser history.
>>>> The purposes 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.
>>>> Audience measurement data must be reported as aggregated
>information such
>>>> that no recipient is able to build commercial profiles about
>>>> individuals or devices.
>>>> To clarify a comment from Justin about auditing, note that 
>>>> measurement sys!
>>>>  tems
>>>> (whether TV, radio, print or online) are usually managed or
>monitored by an
>>>> independent body as
>>>> guarantee of accuracy with various stakeholders in a joint industry
>>>> defining what is needed to provide a robust and impartial system.
>>>> MRC handles this in the US whilst the JICWEBs reporting standards
>of ABC
>>>> handles this in the UK and AGMA  is the German audit body. Here is
>>>> a longer list  
>>>> and here is ABC
>>>> dance%20Notes%20version2%20March%202013%20master.pdf
>>>> Regards
>>>> Kathy Joe
>>> ! 

Received on Friday, 8 March 2013 16:29:44 UTC