Adblock will prevent an advert from being displayed whether you opt in or out though it's worth pointing out that advertisers are always looking for ways around such tools.
It makes no difference to any such application whether or not the advertisment is targetted. As far as the browser and therefore any such tools are concerned the advert is the same as any other and all tools will be unaffected. (This assumes that Phorm are being honest about their system and that they don't use any trick Java code to "pull" the ads)
---------- Post added at 03:33 ---------- Previous post was at 03:10 ----------
A fantastic story in the Register that is relevent to Phorm because of what it doesn't say.
BT commisioned and are about to publish a report called
21st Century Life Index which is a very detailed examination of the relationship between people in the UK and the development of the internet into the 21st century.
The report is based on interviews with 2,000 people and includes reams of figures based on an analysis of those peoples preferences and requirments for the future use of the internet. It is then compared with the last such report which was produced exactly 10 years ago.
How does this relate to the Phorm discussions?
"Fewer irrelevent adverts" is not mentioned anywhere in the report.
Not one of the 2,000 persons interviewed stated at any point that they were even remotely concerned about untargetted advertising.
In other words a huge, flagship report produced specifically to find out what people really want from the internet and their ISP proves that BT are either lying or stupid when they claim to be implementing Webwise in response to customer requests.
If BT still refuse to provide the earlier referenced data then we are justified in using the only available official BT report which appears to prove that they lied.
You can link directly to the
BT Study website though none of the links to the original document are working at the moment.