Leading ISPs sign up to Phorm targeted ad service

BT, Virgin Media and TalkTalk have signed up to a new service that allows them to provide users with targeted adverts. The three companies will use a new online advertising platform called the Open Internet Exchange (OIX), which monitors every website that a user visits in order to serve customers with more relevant advertising.

The OIX is the brainchild of advertising technology company Phorm, which already works with media agencies including Universal McCann and Manning Gottlieb OMD, and websites such as the Financial Times and MySpace.

Phorm chairman and chief executive Kent Ertugrul says: “In a world where all websites rely on advertising for their existence, this offers the promise of better content for consumers.”

He adds that the service will “dramatically improve the effectiveness of advertising for online publishers and advertisers”.

Phorm is talking to all of the UK’s internet service providers about OIX, as well as companies in other countries, including the US.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here