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Showing content from http://www.w3.org/2011/tracking-protection/track/issues/25 below:

ISSUE-25: How is audience measurement adressed under DNT? (permitted use or otherwise)

http://lists.w3.org/Archives/Public/public-tracking/2013Mar/0335.html

Normative:

  Information may be collected, retained and used by a third party for audience measurement research where the information is used to calibrate or validate data collected from opted-in panels, which in part contains information collected across sites and over time from user agents. Audience measurement is centered around specific content, not around a user.

  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.

  •     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.

Rigo Wenning, 8 May 2013, 17:52:01

Remark from Justin:
http://lists.w3.org/Archives/Public/public-tracking/2013May/0041.html

OK, I've had a couple more conversations with folks that require a revision to my view on market research, but nothing that is intractable, I think. Lots of people want to be able count unique ad impressions around the web, but they don't care where those ads show up. I think this could be accomplished with double-keyed cookies or limited retention or a hash of a content-specific ID, but I think this is solvable, as no one needs information about where a user went around the web.

Rigo Wenning, 8 May 2013, 17:52:27

Opened during issue cleanup. Has previously been referred to as "market research" or "research" in general, but the group has been tending towards "audience measurement" as the key term.

Nick Doty, 29 May 2013, 01:04:28

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