Phorm could be heading to your ISP

Posted by David Walker on Wed 17 Dec 2008

Your web browsing habits exposed in an ad

If you've been browsing some 'niche' sites on the web, those habits could be revealed when Phorm gets its official launch in the UK.

You might well have heard the name before, coupled with the word 'controversial'. You see, Phorm isn't your average advert-producing program. It actually tracks your web browsing habits, producing adverts married to your 'interests'. In some respects, that's no bad thing - a relevant ad is better than an irrelevant one - but the tracking aspect has certainly rattled a few cages.

BT looks like being the first to use it, followed by Virgin Media and Talk Talk. And so far, its not clear whether those ISPs are going to offer it as 'opt in' or 'opt out'. If it's the former, you can't imagine many takers. If it's the latter, an unholy stink could arise. Let's be honest, no-one wants their habits monitored by third-party software without notification, especially when it does nothing but line the pockets of the ISPs.

A recent BT trial has been described as a success and in a statement to the Stock Exchange, the company said it 'expects to move towards deployment'. Which means it is coming soon - you have been warned.

Link: Phorm (via BBC)

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