Phorm introduces personalised web browsing

by Dan Leahul, Brand Republic 03-Jun-09, 12:10

LONDON - Behavioural targeting specialist Phorm has launched a service called Webwise Discover that personalises users' website visits by highlighting content it recognises they are interested in.

Phorm said the service will be available in the UK by year end and the company is currently seeking partnerships with BT, Carphone Warehouse and Virgin Media. Phorm has been trialling Webwise Discover in Korea since May 21.

It is aimed at both consumers and website administrators, using technology based on its controversial behavioural targeting business.

From a web user's perspective, Webwise Discover appears as a small box on their screen which streams news stories, pictures, videos or sale offers.

It can automatically locate and present articles on their favourite sports team or celebrity on news sites.

In another example, people using a shopping website who have been browsing the web for a particular product will be automatically presented on arrival with relevant reviews or auctions for that item.

Web administrators can use the service to personalise their sites for individual users and to help users find content that would have gone unnoticed.

The service will be opt-in for users and will be offered for free by selected ISPs. Users can switch the service off and on at any time and Phorm said it is completely anonymous, keeping no record of browsing history or personal information.

Kent Ertugrul, CEO of Phorm, said Webwise Discover will "redefine" web browsing.

Ertugrul said: "The internet is changing, people want the web to reflect their interests. We will offer them a more intuitive experience, with personalised content and advertising, as well as inbuilt anti-phishing."

Comments

robin caller - 03/06/2009

a VERY interesting step for Phorm - starting perhaps to use their technology "for the consumer" - is this the beginning of an intelligent agent - that can learn what we are interested in and assemble for us. If so, it's like an "on the fly" version of the personalised portal/homepage/startpage model - and it could go somewhere - it could even go all over ;-) Very interesting - will watch Phorm with even greater interest now.

Mark - 03/06/2009

Great product, terrible name.

John Harlow - 03/06/2009

Good premise - unfortunately anything linked to 'Phorm' with an option to opt-out is going to have minimal uptake. Damage has been done by the behavioral nazi's.

Anne O'Nonymous - 04/06/2009

Sorry, but this still works by intercepting my browsing and laying it completely open to inspection by an outfit I wouldn't ever trust The process also forges cookies which will appear to come from the site you are accessing, even if the site claims not to use cookies. Nope, malware is as malware does and this is still malware.

N Sheldon - 04/06/2009

Yeah. Phorm. I wouldn't touch them with a BargePole. And Kent Ertrugul is a PC users nightmare: [quote]Financial Mail has found that Ertugrul and his company were responsible for one of the most unpopular pieces of spyware software, PeopleOnPage, which once installed was difficult to shift. The software made pop-up adverts appear in front of web pages that consumers were trying to view. The leading internet security company F-Secure said Ertugrul's PeopleOnPage was a 'very advanced system used to evade anti-virus and spyware scanners'. [/quote] http://www.thisismoney.co.uk/markets/article.html?in_article_id=430955&in_page_id=3 If my broadband provider was to go with PHORM, I would vote with my feet, and find someone else to provide Broadband for me. Remember! It's all about money. Think about your privacy, look at Phorms history, it's staff. Make an informed decision, and say "NO!"