Answer: The DMMA made the call to directly query race in the Effective Measure demographic surveys that run across member sites. We completely understood the sensitivities around this issue but without race, our online audience data was not comparable with the information media strategists, planners and advertisers have on traditional media channels. We agreed to carefully monitor all feedback, comments and complaints from members as well as browsers to ascertain whether the downside of including the question exceeded the data benefits.
Of late, we have received more and more complaints from users, as well as our publisher members regarding the inclusion of the race question. We have always responded to browsers explaining why we ask the question but the general feeling is that it is highly inappropriate as it implies there are inherent differences in how people might behave online, or respond to advertising and marketing messages, based purely on their race.
After much consideration, the DMMA Exco has made the call to remove the race question from the survey. This is effective immediately – 5 August 2011. The race variable has also been removed from the Effective Measure demographic report that appears when viewing a site’s demographic profile. Race will, however, remain visible in the line descriptor of old reports that were run in the Audience report tab. These will disappear over time as newer reports replace them. The question around “home language” will remain in the survey thereby giving those who feel it is relevant a mechanism via which to infer race.
The DMMA has also asked Effective Measure to please add a Disclaimer to all surveys served on member sites. The disclaimer explains that the survey is being run by the Digital Media and Marketing Association, of which the publisher is a member, and that data collected is for research purposes only, and completely anonymous. This disclaimer will appear on all surveys from 8 August 2011.