teckcrunch ?, anyone know this guys site and background?
http://uk.techcrunch.com/2008/02/29/...nto-something/
Phorm might be onto something
February 29 Mike Butcher
Since behavioural targeting company
Phorm launched recently I’ve looked at the ins-and-outs of the system and it does look pretty interesting.
Phorm is basically an add-on service for an ISP which looks at all your web surfing and attaches an anonymous cookie to your machine.
ISPs trying to target advertising based on this packet data appeared way back in the first dotcom boom, but no-on could make it work.
Phorm uses a technology called ‘deep packet inspection boxes’
to track EVERY website you visit.
Normal cookies are tied to just the one web site they came from, or the ad-network, like DoubleClick’s.
Phorm’s cookie looks at all of them
...
Phorm has so far launched in the UK with BT, TalkTalk, and Virgin Media.
The Phorm cookie also recognises publishers signed up to Phorms ad system,
so the partners for that are the FT.com; iVillage; Universal McCann; MGM OMD and Unanimis.
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