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.

Recommended

Celebrity weeklies lose their lustre

Marketing Week

The celebrity weeklies market is showing signs of strain with EMAP’s Closer and Heat taking a beating from the mid-market OK! Magazine. OK! has overtaken the two titles with a whopping 22.7% increase in circulation in the July to December 2007 ABCs. The title has gone up 9.5% year-on-year to a circulation of 683,451 copies […]

Freesheets and tabloids profit from broadsheets decline

Marketing Week

The number of people reading broadsheets is down while the number of tabloid and freesheet readers has increased, according to the latest National Readership Survey (NRS) figures. The Guardian’s readership dropped by 10% in the 12 months to December, although The Sun and Daily Star figures increased by 3%. The Independent’s readership is down 2% […]