Mesure d´audience : TruMedia appelle à un code de bonne conduite, engage une entreprise de relation publique

Suite à l´article du New York Times “Billboards That Look Back” couvrant Quividi et TruMedia, George Murphy, CEO de TruMedia a adressé une lettre de réponse au quotidien. Il appelle notamment l´industrie du digital signage à un code de bonne conduite visant au respect des données privées :

Television has Nielsen and radio has Arbitron, but out-of-home advertising, especially the exploding digital signage presence, has not had an accurate measurement system in place.

The privacy issue raised in the article is a critical one for TruMedia and the public. Our own privacy policy states that we will never engage in any video recording and that the data we collect is anonymous and will only be reported in the aggregate — and not individually identifiable.

We are working closely with the Out-of-Home Video Advertising Bureau to help develop standards that address both methodology and metrics. We further challenge the industry to adopt a standard that categorically prohibits the storing of images or any other personally identifying information. This will allow our industry to provide responsible currency measurement of out-of-home media without compromising the important principles of privacy in our society.

Une position qui trouvera certainement écho chez Quividi. Suite à l´article, cette dernière avait publié sur son site le commentaire suivant :

Unsurprisingly, some editorial angles have stressed more the “social acceptance” factor of automated audience measurement rather than its technological aspect. In this regard, Quividi would like to state once again that VidiReports has no impact on privacy. The camera images are never watched by anyone. Images are analyzed in-place and in real time by a computer and only quantitative and non-nominal qualitative data are extracted. Those data are automatically aggregated and can not be used to infringe on anyone’s privacy.

Notons, enfin, que TruMedia vient de sélectionner une entreprise de relations publiques, KCSA Strategic Communications, qui aura, entre autres, la charge de (mieux ?) présenter ses technologies et les enjeux de la mesure d´audience OOH aux différents acteurs de l´industrie (annonceurs, publicitaires, médias…).