Controversial targeted advertising company Phorm has announced a deal with Korean Internet service provider KT. This will see the company's behavioural targeting advertising system replicated in Korea after successful trials in the UK. However, there are fears that the Phorm system infringes privacy laws and it has attracted a number of legal challenges.
In simple terms Phorm monitors and records your web browsing habits, using these to present online advertising specifically targeted at your interests. In the UK ISPs such as BT, TalkTalk and Virgin Media have already signed up for the system. ISPs who sign up to the Phorm advertising program have to ask their customers if they want to opt in to the system - and those who do are periodically reminded that they are signed in. However, it still begs the question: would anyone in their right mind agree to it?
The company argues that the system is not an affront to privacy laws because only the IP number of each and every user is recorded for identification. However, there is an argument that any one user can be traced via their IP number and their identification revealed. The fact that many security software companies have confirmed that the Phorm cookie will be recognised as adware by their systems just about says it all.
Source : Brand Republic