Peter N

Nobody knows exactly how it will work because Phorm ain't saying and the cookie based approach may or may not be used by BT. BT have also changed their description several times including variously indicating that opted-out customers' data will or will not go through the profiling routines. It's also debatable just how many steps are involved - variously believed to by three or four though some have suggested as many as six or seven.

Some people have claimed that there are duplicate cookies though most now agree that there is one Webwise cookie and the websites' regular cookies with some extra code attached.

Given BT's statements regarding using a non-cookie opt-out system (although they only stated that this would be for the full roll-out) there is really no single definition of the system that we can safely say is the "correct" and complete version and even if the trial goes ahead there's no saying that the system used there will be the same one that is used in the final release.