Phorm Partners With Top ISPs
The word "Phorm" looks like it should be attached to some "Star Trek" alien. But Phorm is instead a Delaware-based online advertising company, and it has signed deals with ISPs Virgin Media, BT, and TalkTalk.
These three corporations are fairly huge in the UK, and Phorm indicates that its platform, the Open Internet Exchange (OIX), should lead to everyone receiving more money and fewer complaints.
"The OIX is a marketplace serving campaigns on the most productive inventory for advertisers and helping online publishers increase the value of their websites," according to a statement. "It will also revolutionise current standards of online privacy and fully protect the identity of consumers."
We’re inclined to believe Phorm, at least on that second front, as it had Ernst & Young take a look at OIX’s privacy aspects. Also, in another development that should boost onlookers’ confidence, FT.com, Universal McCann, and iVillage all signed up for the launch (though that last entity isn’t doing so well).
OIX’s ability to work well with Virgin Media, BT, and TalkTalk remains to be seen. But Phorm seems to have succeeded in establishing its own united federation of ISPs, and that’s an impressive start.