- From: Rob van Eijk <rob@blaeu.com>
- Date: Fri, 08 Mar 2013 17:28:31 +0100
- To: Kathy Joe <kathy@esomar.org>
- CC: Kimon Zorbas <vp@iabeurope.eu>, "peter@peterswire.net" <peter@peterswire.net>, "public-tracking@w3.org" <public-tracking@w3.org>, "justin@cdt.org" <justin@cdt.org>
- Message-ID: <c0f83bb7-88d9-46fc-b8d0-a830b0f66a56@email.android.com>
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. Rob Kathy Joe <kathy@esomar.org> wrote: >Hi Rob, > >Many thanks for your comments and yes we agree that panel members are a >form >of out of band consent and outside the scope of DNT. > >As you know, we have proposed a very narrow case for audience >measurement >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 >on >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) >consent >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 >discuss >how W3C DNT could work in the EU context where first and third parties >are >expressed in different terms and the E Privacy law is interpreted >differently between member states. Such interpretations may even change >eg >the Netherlands where it has been questioned if the explicit consent >model >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 >also >think it would not be useful to discuss a narrow and specific use case >such >as audience measurement research as a test case in an environment where >so >much needs to be clarified first. > >Best regards > > >Kathy Joe, >ESOMAR. >From: Rob van Eijk <rob@blaeu.com> >Date: Wednesday, March 6, 2013 2:38 PM >To: Kimon Zorbas <vp@iabeurope.eu>, Kathy <kathy@esomar.org>, Peter >Swire ><peter@peterswire.net>, "justin@cdt.org" <justin@cdt.org>, >"public-tracking@w3.org" <public-tracking@w3.org> >Subject: Re: Fw: New text Issue 25: Aggregated data: collection and >use for >audience measurement research > > >Kimon, > >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 >would >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 >approach >does not need this at all. > >RobvE > > >Kimon Zorbas <vp@iabeurope.eu> wrote: >> Once again, all points at agreeing on a definition of tracking. >> >> Kind regards, >> Kimon >> >> ----- Reply message ----- >> From: "Rob van Eijk" <rob@blaeu.com> >> To: "Kimon Zorbas" <vp@iabeurope.eu>, "Kathy Joe" <kathy@esomar.org>, >> "peter@peterswire.net" <peter@peterswire.net>, "justin@cdt.org" >> <justin@cdt.org>, "public-tracking@w3.org" <public-tracking@w3.org> >> Subject: Fw: New text Issue 25: Aggregated data: collection and use >for >> audience measurement research >> Date: Wed, Mar 6, 2013 2:22 pm >> >> >> >> Hi Kimon, >> >> Lets take audience measurement as a usecase in the Global >Considerations >> 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 >arguments >> that are geared toward legitimizing a business model that gave way to >the >> expression to not wanting to be tracked in the first place. >> >> RobvE >> >> Kimon Zorbas <vp@iabeurope.eu> wrote: >>> Rob, >>> >>> we need audience measurement. It's THE part of internet that >underlines >>> everything. It's only using data in aggregate and not about >communicating >>> 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" <rob@blaeu.com> >>> To: "Kathy Joe" <kathy@esomar.org>, "peter@peterswire.net" >>> <peter@peterswire.net>, "justin@cdt.org" <justin@cdt.org>, >>> "public-tracking@w3.org" <public-tracking@w3.org> >>> Subject: Fw: New text Issue 25: Aggregated data: collection and use >for >>> 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 >forward. >>> >>> Talking shortly to David Stark on this, he suggested to increase >transparence >>> 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 >towards >>> 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 >suggested >>> in the technical spec, the way forward should not be to allow for >that >>> limitation in technology throug an exception in the compliance spec. >>> >>> In short, I raise severe concerns against the proposed text. >>> >>> RobvE >>> >>> Kathy Joe <kathy@esomar.org> 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 >account. >>>> >>>> Information may be collected to create statistical measures of the >reach in >>>> relation to the total population, and frequency of exposure of the >content >>>> to the online audience, including paid components of web pages. One >such >>>> 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 >panel >>>> accurately represents the whole audience. The counts must be >pseudonomised. >>>> Counts are retained for sample, quality control, and auditing >purposes >>>> 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 >the >>>> 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 >particular >>>> individuals or devices. >>>> >>>> To clarify a comment from Justin about auditing, note that >audience >>>> 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 >body >>>> 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 >>>> >http://www.i-jic.org/index.php?PHPSESSID=55143f172846ed39c7958cbeb837a85a >>>> and here is ABC >>>> >http://www.abc.org.uk/PageFiles/50/Web%20Traffic%20Audit%20Rules%20and%20Gui >>>> dance%20Notes%20version2%20March%202013%20master.pdf >>>> >>>> Regards >>>> >>>> Kathy Joe >>>> ESOMAR >>>> >>>> >>>> >>> !
Received on Friday, 8 March 2013 16:29:44 UTC