Phorm 'could be a good thing for advertising'

Category: Online marketing

May 2nd 08, 13:47

Digital technology company Phorm - which targets adverts at users based on their web surfing habits - could be a positive thing for the marketing industry, one sector publication has suggested.

Ben Camm-Jones, news editor for Web User magazine, commented that while some aspects of the system are concerning, it could be beneficial for both marketers and consumers.

"Rather than [using] very broad brush strokes, hoping that as many people as possible will see an advert, they're actually going to be offering a service whereby people they know are interested in that area are actually going to see the ad," he explained.

Phorm is currently working with internet service providers BT, Virgin Media and TalkTalk to deliver tailored ads to users based on their monitored activities.

If it is effective, users may find that the product directs them to facilities they wish to use in a helpful manner and improves their user experience, Mr Camm-Jones pointed out.

This news story was brought to you by Bluhalo, a leading UK digital agency.

Related News

  1. The Sun 'leads' web newspaper readership in UK
  2. Mobile Web 'to be worth $22bn by 2013'
  3. Investor "disbelief" over Yahoo!-Microsoft fallout
  4. Yahoo and Google "share a lot of values"