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Light Blue Touchpaper publish details on how Phorm works

Mel

0
http://www.lightbluetouchpaper.org/2008/04/04/the-phorm-webwise-system/

Last week I spent several hours at Phorm learning how their advertising system works — this is the system that is to be deployed by the UK’s largest ISPs to pick apart your web browsing activities to try and determine what interests you.

The idea is that advertisers can be more picky in who they serve adverts to… you’ll get travel ads if you’ve been looking to go to Pamplona for the running of the bulls, car adverts if you’ve been checking out the prices of Fords (the intent is that Phorm’s method of distilling down the ten most common words on the page will allow them to distinguish between a Fiesta and a Fiesta!)

I’ve now written up the extensive technical details that they provided (10 pages worth) which you can now download from my website.
 
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