Ad system to be deployed by UK ISPs

[NewsBot]

Just reading this over on the BBC site.

 

"Phorm works by placing a cookie on a user's machine that contains a randomised identifying number. That cookie tracks websites visited and draws conclusions about a user's behaviour in order to target more relevant adverts.

 

By partnering directly with ISPs, the OIX can draw from the greatest supply of browsing information and avoid the limitations of purely site-based data. OIX ad-serving technology uses "behavioural keywords" - keywords derived from a combination of search terms, URLs and even contextual page analysis, over time - to find the right users.

 

The depth of data in the OIX creates an unparalleled targeting capability that translates into unlimited valuable advertising opportunities."

 

Normall I'm not that bothered by adds on sites, most are there to support the sites themselves.* If I*have issue with the ad system on a site I just don't visit the site.

 

By embedding the data collection into the ISP it takes that option away from me.* I am a firm beliver that the ISP should provide a clean untouched data feed.* This is like someone listening to your phone calls and sending you mail based on it.

 

I for one will opt out of this from the start.

 

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