Phorm defends its targeting plan
March 5th, 2008 by Thomas
Phorm, the digital technology company that signed deals with three of the UK’s internet service providers (ISPs), has defended its plans. The company is set to collect data from web users who are signed to contracts with BT, Virgin Media and TalkTalk. Senior vice president, Marc Burgess told the Guardian: “Our privacy claims have been audited by Ernst & Young they have been through our system and seen that it does what we say it does.” Phorm uses anonymised ISP data streams and targets users by deciding ‘channels’ or groups of users with similar interests. “We have spoken to the Information Commissioner’s Office. All of the privacy groups in the US, UK and Europe have been impressed by our approach,” he explained. The firm’s Open Internet Exchange (OIX) will track surfers’ activities, record the URL and header data of visited sites but not the users’ IP address. Targeted advertisements provide users with messages that are more relevant based on their browsing and search habits - eMarketer has predicted that online ad spending will surpass £3 billion in 2008.
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