Second part..
TheObserver(Q) So if you opt out your data never touches a Phorm server? This is at odds with much coverage, which suggests the data still goes to your server but you discard it if the opt-out cookie is present.
MBurgess(A) Yes. There is widespread misunderstanding of how the system works, which is why we are keen to set the record straight...
Jim_Murray(Q) Further, how do you respond to the statement by Professor Anderson (Cambridge University) in a This is Money article that 'if you care about your privacy, do not use BT, Virgin or Talk Talk'?
KentErtugrul(A) I believe that given the chance to fully understand our technology, Professor Anderson will reach the same conclusion as Privacy International, Ernst and Young and any number of key privacy stakeholders, that Phorm represents a major breakthrough in online privacy. There is no online participant today which manages to generate such a level of relevance in advertising while simultaneously maintaining complete anonymity, no storage whatsoever of browsing history and such a transaprency as to choice of participation. If you look at your browser right now, you will see that perhaps hundreds of cookies have traked your activity online. You never gave permission for any of that, they all store where you have been and shutting off cookies makes the internet basically unusable. Wold it not be better to have something far more useful from an advertiser's perspective, which stores no data at all as to browsing history and for the first time gives users a clear and readily accessible on / off switch?
Dephormation.org.uk(Q) Will the 'opt out' cookie expire? Why? After what time period? If I flush my cookies, will I need to 'opt-out' again?
MBurgess(A) The opt-out cookie expires after two years. Why? Two years is a LONG TIME on the Internet! Seriously though, we would consider extending the lifetime if you think it's a big issue ... Yes, if you delete your cookies, you would need to opt out again, unless you block cookies from webwise.net, in which case you will be opted out permanently.
Dephormation.org.uk(Q) If I use a web mail or forum application, like HotMail, Slashdot, Yahoo Groups, or Virgin Webmail, will Phorm be able to see/use the contents of the emails/messages I read?
MBurgess(A) No, we don't analyse the content of webmail sites.
Jim_Murray(Q) Mr Burgess stated that 'if you opt out, your browsing information is not passed to Phorm'. Does this mean that should a user opt out of the Phorm system no equipment belonging to Phorm will ever see any data? If so, how is the decision made as, being cookie bases, some interception must occur in order to make that decision.
MBurgess(A) The ISP controls whether the browsing data is passed to Phorm. Its systems check for the presence of the cookie.
fieldmouse(Q) I don't want to be bombarded with more advertising
KentErtugrul(A) Nobody wants to be bombarded with ads. In fact if you want to reduce the amount of advertising you see,Webwise is probably the best thing to come along. The reason is simple: you get bombarded with ads because advertisers today have no idea of the interests of the people to whom they are advertising. So the only way they can get any cmpaign to work is to throw hundreds of ads at you to see what sticks. It is a terrible system. It wastes your time and attention and wastes their money, whilst generating minimal revenue for only a few websites. If advertisers were aware of the product categories which interested veiwerss, the net result wold be far less advertising.
m4rk(Q) If you are so open about how your system works, why don't you simply publish the information on your website so that your detractors can inspect it?
MBurgess(A) We are going to update the website with more detailed information about how the system works for precisely that reason. Watch this space ...
guest(Q) btw you are answering without too much marketing speak, which should be commended
KentErtugrul(A) Thank you. Nice comments welcomed
Dephormation.org.uk(Q) Will any data gathered be sent to China or the USA? Why isn't it processed in the UK?
MBurgess(A) Browsing data is ONLY processed within the UK ISP's network. It is not sent to China or anywhere else.
Dephormation.org.uk(Q) Will the Virgin Phorm UID also cookie be encrypted? (the BT Phorm UID is). If Phorm were as open and transparent as you claim, this UID should not need to be encrypted.
MBurgess(A) The UID is not encrypted: it is a randomly generated binary string that contains no information, but is just used to guarantee uniqueness. You're unique!
AnthonyL(Q) who are the advertisers that work with Phorm?
KentErtugrul(A) Advertisers generally have applauded the introduction of Phorm, which transforms their ability to only show ads to people who are interested in their products, thereby making their marketing budgets much more effective