Phorm to directly target consumers?
By Nicole Kobie,
Behavioural advertising firm Phorm plans to unveil a consumer product in two weeks.
Phorm uses deep packing inspection of network traffic to display targeted advertising to web surfers - a technology that's been criticised for privacy reasons. The firm has previously run a trial with BT, but has yet to be formally rolled out by any ISP in the UK.
On 3 June, Phorm has said it will unveil to journalists the "next chapter in the Phorm story," which it said was a "groundbreaking consumer proposition."
Details on the apparently consumer-focused product were sparse, but Phorm said it would fit into "the accelerating reality of a personalised internet."
Phorm's ISP-based system sits directly in networks, so it's not clear what a consumer product would entail. A spokesperson for the firm confirmed to IT PRO the world would have to wait until 3 June for more details.
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