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

I repeat my concern (and will not repeat my arguments) against an exception for audience measurement for non panel users. DNT must be meaningful, even for aggregate reportings. The fact that the data is used for calibration exceeds the purpose of aggregation IMHO. Data from a larger audience, not being panel members, must not be used in a feedbackloop, ie for calibration.

Rob

Kathy Joe <kathy@esomar.org> wrote:

>Here is a revised text for Issue 25 redrafted to take into account
>various
>comments on the previous draft.
>
>
>Normative:
> 
>Information may be collected, retained and used by a third party for
>audience measurement research where the information is used to
>calibrate or
>otherwise support 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, 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.
> 
>€    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.
> 
>This online data is collected on a first party and third party basis.
>This
>collection tracks the content rather than involving the collection of a
>user¹s browser history.
> 
>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.
> 
>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
>Eurocenter 2, 11th floor
>Barbara Strozzilaan 384
>1083 HN Amsterdam
>The Netherlands
>Tel: +31 20 664 2141
>Fax: +31 20 589 7885
>www.esomar.org <http://www.esomar.org/>