News
BT back on Phorm
Categories: Internet Marketing
27 May 2008
BT is set to conduct its next tests of controversial advertising software, it has been reported.
The company hopes to further assess the abilities of Webwise technology from online advertising company Phorm, which tracks users' preferences.
BT is working alongside Virgin Media and Talk Talk with the company's online advertising platform, the Open Internet Exchange (OIX). By using Phorm, it hopes to offer marketers more accurately targeted adverts.
"This service will dramatically improve the effectiveness of advertising for online publishers and advertisers," claimed Kent Ertugrul, chairman and chief executive.
However, privacy groups were angered after it emerged BT had conducted initial tests of the software without users' knowledge.
Research by the Foundation for Information Policy Research has argued the system is illegal, something its creator has strongly denied.
The Information Commissioner's Office said Phorm will need users to 'opt in' to remain legal.
It recently announced: "On the basis of our understanding of the explanation provided to us there does not appear to be any detriment to users in the operation of the Phorm system."
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