Quote:
Originally Posted by Florence
Just how legal is this when those on the network going through Webwise are only shown adverts from thew OIX platform and any adverts on other websites you visit are removed from view?
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Florence, as I understand the OIX system, other ads are not replaced. Phorm/OIX will buy ad panes on websites, then charge advertisers more than the standard "hit-or-miss" advertising rates to put their ads in those panes only on the screens of individuals whose Phorm profile indicates they are interested in that category of product. The net result is that different people viewing that same page will see a different advert at that position on the page depending on their Phorm profile. This is how Phorm hope to make money. Anyone who does not have a Phorm profile (i.e. opted-out, or not with an ISP that has signed-up to Phorm) will see a random ad at that position on that page, much as we all do now. There will continue to be other ad-panes on that webpage that are not owned or controlled by Phorm/OIX, but these will not be interfered with in any way by the Phorm system (although the Phorm hardware in the ISPs network
could do this, it is clearly illegal and would result in jail sentences for company execs involved.) It is obviously Phorm's hope that if their system takes off, over time product sellers will abandon the other "non-targetted" advertising panes (companies) and bring their advertising to the Phorm/OIX platform because the selling success rate would (allegedly) be higher.