Loading ...So, the Phorm storm rolls on (not sure that the name helps)! Phorm, formerly 121Media, and more specifically its behavioural targeting system is regularly making headlines. The PDA blog on the Guardian has a piece on the background of the BT and Phorm story.
Phorm’s technology tracks user ‘behaviour’ (basically the sites they visit) in order to deliver targeted advertising, which has privacy champions up in arms (see the Open Rights Group). Regulators got very interested in what Phorm were doing on the network (again, on PDA back in March) and that has held trials up, but now it looks like all systems go again.
From tomorrow, BT’s trial users will be directed to sign an updated user agreement for “BT Webwise” - see here. It will be interesting to see what the reaction to this third trial is. Certainly something to keep in mind when choosing a broadband provider.
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