Forum Moderators: open
Earlier this week, Phorm, the company whose web tracking software has so angered privacy campaigners, issued this statement to the Stock Exchange."Phorm, the advertising technology company, is pleased to announce that the trial with ISP partner BT has now concluded. The trial achieved its primary objective of testing all the elements necessary for a larger deployment, including the serving of small volumes of targeted advertising. There will now be a period of joint analysis of the results. Following the successful completion of analysis, both of the trial results and of any changes required for expansion, BT has informed the Company that it expects to move towards deployment."
What isn't clear is whether it will be "opt-in" or "opt-out". If it is an opt-out service, then there will be an almighty row, and BT will be accused of installing a spy on its customers' broadband lines without consulting them. If it is opt-in, how many will choose to have it? I don't detect any great enthusiasm for targeted advertising. Perhaps a financial incentive will be needed - cut-price subscriptions for 'Phorm Broadband"?
Earlier Stories
Phorm Platform Trial To Start Tuesday [webmasterworld.com]
British Police Will Not Investigate Phorm/BT Ad Trial [webmasterworld.com]
UK Government Replies to E.U. over Phorm [webmasterworld.com]
EU Wants Response From UK Over Phorm Ad System [webmasterworld.com]
Phorm Must Use Opt-In When Rolled Out [webmasterworld.com]
Phorm Tracking Is Drawing Criticism [webmasterworld.com]
The boss of Virgin Media, Neil Berkett, said he still intends to use its position as the UK's largest ISP to introduce controversial targeted advertising technology such as that used by Phorm, despite accusations of cyber-snooping from internet privacy campaigners.Asked whether Virgin Media will now implement Phorm, Neil Berkett said that using the company's network to provide more information about users - and therefore create more opportunities to make money out of them - is certainly still on the cards.
"There will be a point in time when we use the intelligence of our network for targeted advertising, will it be with Phorm, will it be with a modification of their product? I think it is a technique, but it is not something I want to rush into. We have got a fantastic brand and we want to take our customers with us," he said.
Oh dear. There aren't many systems that attract such concern as the Phorm system.
Phorm Chief Exec Steps Down [vnunet.com]
Controversial targeted advertising firm Phorm has announced several changes to its executive management team, including the resignation of UK chief executive Hugo Drayton.The stepping down is by mutual agreement, according to the company, and Drayton will leave at the end of 2008, although he will remain as an advisor.
