BT to trial technology from Phorm
Source: nma.co.uk | Published: 18 July 2008 15:00
BT is to begin trialling Phorm's technology within the coming weeks, with 10,000 of its customers taking part.
Carphone Warehouse's Talk Talk and Virgin Media have also signed up to the service but have yet to start trials.
Phorm works by tracking users' internet habits as they trawl the web. Relevant advertising based upon such history is then served to them.
The news comes as research commissioned by NMA revealed consumers were wary of the technology and 65% claimed they would leave their ISP if they introduced behavioural targeting.
Gavin Patterson, head of BT Retail, said at BT's AGM on Wednesday that the service would be opt-in.
Hugo Drayton, CEO of Phorm, also confirmed the trial would be "imminent."
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