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Fears over advert system privacy

Discussion in 'General Discussions and Lounge' started by gkd_uk, Apr 16, 2008.

  1. gkd_uk

    gkd_uk Moderator Moderator Webmaster

    Online advert system Phorm could make the net less secure and breaches human rights, the service's creators have been told.

    Phorm's bosses met with members of the public in London to discuss concerns around its controversial deployment.

    Kent Ertugrul, Phorm's chief executive, defended the service, saying it would be a crucial revenue source for ISPs and website owners.

    BT, Virgin and Carphone Warehouse have signed up to trial Phorm.

    Phorm works by connecting a users' web surfing habits to a series of advertising channels in order to target adverts.

    Keywords in websites visited by a user are scanned and connected to advertising categories, and then matched to particular adverts.

    It means a user who has been visiting web pages with lots of references to cars, for example, could then see adverts for cars when visiting a website that has signed up to Phorm's service.

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