Phorm gets 3
Internet Marketing
14 February 2008
Online advertiser Phorm has signed up three of the UK's internet service providers.
BT PLC, TalkTalk and Virgin Media have struck a deal, which allows them to use the Open Internet Exchange (OIX) to get a slice of advertising revenue.
"This service will dramatically improve the effectiveness of advertising for online publishers and advertisers," claimed Kent Ertugrul, chairman and chief executive.
Phorm uses anonymised ISP data streams and targets users by deciding 'channels' or groups of users with similar interests.
The company will also offer Webwise, a program that alerts internet users of fraudulent websites and phishing scams.
Developed with the ISPs and welcomed by the UK's Payments Association (Apacs), Phorm hopes it "will also benefit consumers by making internet browsing safer as well as more relevant".
Targeted advertisements have proved unpopular with some internet users and one recent study by comScore found that advertisers' statistics can be thrown by a small number of people known as 'heavy clickers'.
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