RE: ISSUE-111 (was: Agenda for 2012-Mar-14 call [Note: Call starts 1h earlier (5pm CET) in Europe; Times unchanged in the US])

Jeff,

As you are aware, some ad serving communications occur between servers and don't come into direct contact with the user's browser.  To help make sure that DNT signals are appropriately conveyed into these communications, I'd recommend a new data field (DNT) be added to the AdChoices Metadata specification so it can be passed through the ad serving chain of events (regardless of value: 0 or 1 or ?).   I'm not suggesting any special treatment of DNT:1 or DNT:0 via the AdChoices program at this point (but definitely something I believe the AdChoices NAI/DAA Technical Working Group will discuss in more detail post the White House announcement).

- Shane

From: Jeffrey Chester [mailto:jeff@democraticmedia.org]
Sent: Wednesday, March 14, 2012 8:30 AM
To: Shane Wiley
Cc: Matthias Schunter; public-tracking@w3.org
Subject: Re: ISSUE-111 (was: Agenda for 2012-Mar-14 call [Note: Call starts 1h earlier (5pm CET) in Europe; Times unchanged in the US])

Shane:

Many thanks.  Could you provide more explanation regarding your proposal and the role of AdChoices Metadata?  How will, if at all, the facilitation of the DNT spec developed by W3C be affected as it is integrated via AdChoices?  Will such a relationship trigger a response from AdChoices that impact user choice?  For example,  will DNT and the icon program inter-relate in the data exchange?

Regards,

Jeff



Jeffrey Chester
Center for Digital Democracy
1621 Connecticut Ave, NW, Suite 550
Washington, DC 20009
www.democraticmedia.org<http://www.democraticmedia.org>
www.digitalads.org<http://www.digitalads.org>
202-986-2220

On Mar 14, 2012, at 10:25 AM, Shane Wiley wrote:



3.  Publishers and the ad serving ecosystem will be responsible for passing DNT:0 in server-to-server interaction situations.  The web browser will continue to broadcast the appropriate signal on its own to client-side 3rd parties directly.  (It's recommended that industry leverage the AdChoices Metadata standard currently under development to pass the DNT value for server-to-server communications.  This will provide a standard communication mechanism and drive even higher compliance with AdChoices.)